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    <lastmod>2025-09-27</lastmod>
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    <loc>https://www.ruledesign.co.nz/journal/seo-landing-pages-your-websites-underrated-secret-weapon</loc>
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    <priority>0.5</priority>
    <lastmod>2025-09-27</lastmod>
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      <image:title>Blog - SEO Landing Pages: Your Website’s Underrated Secret Weapon - Meet your designer, Ruth</image:title>
      <image:caption>Like what you read? Discover my services or get in touch to see how I can help you smash your goals and grow your business.</image:caption>
    </image:image>
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    <loc>https://www.ruledesign.co.nz/journal/the-logomark-lowdown-why-you-need-more-than-just-a-logo</loc>
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    <priority>0.5</priority>
    <lastmod>2025-09-27</lastmod>
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      <image:title>Blog - The Logomark Lowdown: Why You Need More Than Just a Logo - Meet your designer, Ruth</image:title>
      <image:caption>Like what you read? Discover my services or get in touch to see how I can help you smash your goals and grow your business.</image:caption>
    </image:image>
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    <loc>https://www.ruledesign.co.nz/journal/how-to-actually-find-good-keywords</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-09-27</lastmod>
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      <image:title>Blog - How to ACTUALLY Find Good Keywords (and Use Them) - Meet your designer, Ruth</image:title>
      <image:caption>Like what you read? Discover my services or get in touch to see how I can help you smash your goals and grow your business.</image:caption>
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    <loc>https://www.ruledesign.co.nz/journal/7-web-design-stats-that-will-make-you-rethink-diy-sites</loc>
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    <priority>0.5</priority>
    <lastmod>2025-09-27</lastmod>
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      <image:title>Blog - 7 Web Design Stats That Will Make You Rethink DIY Sites - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1758957777074-KNXARV1D51YK3VJOEH6E/7+web+design+facts+Rule+Design+2.jpg</image:loc>
      <image:title>Blog - 7 Web Design Stats That Will Make You Rethink DIY Sites - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/832e8919-9c8c-4d77-bdcb-f6f3ba96a693/7+web+design+facts+Rule+Design+3.jpg</image:loc>
      <image:title>Blog - 7 Web Design Stats That Will Make You Rethink DIY Sites - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/8eeb210d-8d51-4af0-94af-55867253746b/Rule-Design-Web-Designer-NZ-Brand-Design.jpg</image:loc>
      <image:title>Blog - 7 Web Design Stats That Will Make You Rethink DIY Sites - Meet your designer, Ruth</image:title>
      <image:caption>Like what you read? Discover my services or get in touch to see how I can help you smash your goals and grow your business.</image:caption>
    </image:image>
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    <loc>https://www.ruledesign.co.nz/journal/what-instagram-font-should-my-brand-use</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-06-18</lastmod>
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      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/40c6d22e-6191-4090-a0b3-7bc6a90a58ce/Rule-Design-Blog-What-IG-Font-2.jpg</image:loc>
      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/28834a92-c91b-4848-99b5-f1efe446f5f5/Rule-Design-Blog-What-IG-Font-3.jpg</image:loc>
      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/93832a29-ccd4-4767-aaae-4825ff811faa/Rule-Design-Blog-What-IG-Font-4.jpg</image:loc>
      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/3c8b453f-e9b0-4a6f-a98e-0abf0513c02e/Rule-Design-Blog-What-IG-Font-5.jpg</image:loc>
      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/a958e34a-8027-47fc-86ff-28f9b1100094/Rule-Design-Blog-What-IG-Font-7.jpg</image:loc>
      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/cb465e95-1607-4ff4-8366-2cf2c3cbf8fb/Rule-Design-Blog-What-IG-Font-8.jpg</image:loc>
      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/43cb5340-6a4b-46cf-9027-9ae37105cdac/Rule-Design-Blog-What-IG-Font-9.jpg</image:loc>
      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/23908e72-38f1-418c-be47-56f8ffc66615/Rule-Design-Blog-What-IG-Font-11.jpg</image:loc>
      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/46afbf82-4fda-4da6-aee0-645fa54429a6/Rule-Design-Blog-What-IG-Font-12.jpg</image:loc>
      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/8a9bc2bd-4f92-47ce-bb67-62d7cecf5373/Rule-Design-Blog-What-IG-Font-13.jpg</image:loc>
      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/088b4204-e100-4926-99d1-a4a99d5b8c0d/Rule-Design-Blog-What-IG-Font-14.jpg</image:loc>
      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/8eeb210d-8d51-4af0-94af-55867253746b/Rule-Design-Web-Designer-NZ-Brand-Design.jpg</image:loc>
      <image:title>Blog - What Instagram Font Are You? (And What That Says About Your Brand) - Meet your designer, Ruth</image:title>
      <image:caption>Like what you read? Discover my services or get in touch to see how I can help you smash your goals and grow your business.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/journal/type-psychology-101-fonts-more-important-than-logo</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-06-17</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/e6b5a4ee-219a-45f4-895b-17b6df96605e/Rule-Design-Type-Psych-brand-fonts-more-important-than-logo.jpg</image:loc>
      <image:title>Blog - Fonts: Why they do more for your brand vibe than your logo (yes, I said it) - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/2f2088a3-3595-488d-a60d-5b88bd93ebb9/Rule-Design-Fonts-or-Logos-brand-fonts-in-use.jpg</image:loc>
      <image:title>Blog - Fonts: Why they do more for your brand vibe than your logo (yes, I said it) - Make it stand out</image:title>
      <image:caption>Rule Design logos vs brand fonts in action</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/d3a2674b-a0a5-45ec-b188-9fe73700f4ce/Rule-Design-Fonts-or-Logos-font-feelings.jpg</image:loc>
      <image:title>Blog - Fonts: Why they do more for your brand vibe than your logo (yes, I said it) - Make it stand out</image:title>
      <image:caption>Feeling the difference in emotions?</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/2ae14dcc-6b68-48fd-b77b-8d9e06cc5daf/Rule-Design-Fonts-or-Logos-brand-collateral-placements.jpg</image:loc>
      <image:title>Blog - Fonts: Why they do more for your brand vibe than your logo (yes, I said it) - Make it stand out</image:title>
      <image:caption>Where logos might show up that brand fonts might not, and vice versa.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/3d1a8076-03fa-46c4-9316-ff540289524f/Rule-Design-Fonts-or-Logos-brand-fonts-user-experience.jpg</image:loc>
      <image:title>Blog - Fonts: Why they do more for your brand vibe than your logo (yes, I said it) - Make it stand out</image:title>
      <image:caption>Use your noggin for: script fonts at small sizes, paragraphs in all caps, text that's too light to see, jarring combinations, decorative display fonts.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/8eeb210d-8d51-4af0-94af-55867253746b/Rule-Design-Web-Designer-NZ-Brand-Design.jpg</image:loc>
      <image:title>Blog - Fonts: Why they do more for your brand vibe than your logo (yes, I said it) - Meet your designer, Ruth</image:title>
      <image:caption>Like what you read? Discover my services or get in touch to see how I can help you smash your goals and grow your business.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/journal/positive-affirmations-for-women-in-business</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-05-09</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/92bd20ad-50fc-4327-961b-b5dd49d92027/Rule-Design-Spicy-Affirmations-For-Women-In-Business.jpg</image:loc>
      <image:title>Blog - 29 Tough-Love, Yet Positive Affirmations for Women in Business - Make it stand out</image:title>
      <image:caption>Pick your mirror mantra, screenshot the heck out of it, or download the printable affirmations cards at the end. Let’s go!</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/f6dac9ac-b6c9-43c4-8a56-dbb26d364229/Rule-Design-Printable-Affirmation-Cards-For-Women-In-Business.jpg</image:loc>
      <image:title>Blog - 29 Tough-Love, Yet Positive Affirmations for Women in Business - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/8eeb210d-8d51-4af0-94af-55867253746b/Rule-Design-Web-Designer-NZ-Brand-Design.jpg</image:loc>
      <image:title>Blog - 29 Tough-Love, Yet Positive Affirmations for Women in Business - Meet your designer, Ruth</image:title>
      <image:caption>Like what you read? Discover my services or get in touch to see how I can help you smash your goals and grow your business.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/journal/type-psychology-101-emotions-of-fonts</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-06-17</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1743835757736-6C3XIR7KMCL6LUCYCJSA/Rule-Design-Journal-Type-Psych-Book-Mockup.jpg</image:loc>
      <image:title>Blog - Using Font Psychology to Choose Your Brand Fonts - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/92b11267-bb85-44f5-8d60-72e4ac34e51e/Rule-Design-Blog-Type-Psych-Part-1-Paper-Daizy-Example-Before.jpg</image:loc>
      <image:title>Blog - Using Font Psychology to Choose Your Brand Fonts - Let’s take a look at one of my favourite projects to date, Paper Daizy.</image:title>
      <image:caption>In the first example, I’ve used pretty standard Google fonts, Playfair Display and Arial. They’re fine… but we’re looking for the cherry-on-top that takes her brand from standard to SLAPS.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/c880b796-95b0-461f-81b1-7b3eda3306f4/Rule-Design-Blog-Type-Psych-Part-1-Paper-Daizy-Example-After.jpg</image:loc>
      <image:title>Blog - Using Font Psychology to Choose Your Brand Fonts - Much better, right?!</image:title>
      <image:caption>It’s magical, romantic, and most importantly, original. And with just a few tweaks and a little understanding, your brand fonts will be telling your story too.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/d944412c-a71c-45f3-9b24-8fd849699200/Rule-Design-Blog-Type-Psych-Part-1-Font-Jungle.jpg</image:loc>
      <image:title>Blog - Using Font Psychology to Choose Your Brand Fonts - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/d94d039b-1439-49b8-85b3-25b1da77b0cb/Rule-Design-Blog-Type-Psych-Part-1-Serif-Fonts.jpg</image:loc>
      <image:title>Blog - Using Font Psychology to Choose Your Brand Fonts - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/67288978-f93a-4bed-b243-8bfdaa9ae14e/Rule-Design-Blog-Type-Psych-Part-1-Sans-serif-Fonts.jpg</image:loc>
      <image:title>Blog - Using Font Psychology to Choose Your Brand Fonts - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Blog - Using Font Psychology to Choose Your Brand Fonts - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Blog - Using Font Psychology to Choose Your Brand Fonts - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Blog - Using Font Psychology to Choose Your Brand Fonts - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Blog - Using Font Psychology to Choose Your Brand Fonts - Vintage Goods / CS Gordon Serif / Univers</image:title>
      <image:caption>Great for classic brands with a playful edge.</image:caption>
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      <image:caption>Calm, delicate, and deeply refined.</image:caption>
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    <priority>0.5</priority>
    <lastmod>2025-01-21</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/2e762310-ff9c-4c1d-84da-a0bfbd99f77f/Rule-Design-Brand-Strategy-DIY-Blog-5.jpg</image:loc>
      <image:title>Blog - Your guide to DIY Brand Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/569ab1dd-1c37-41e9-8671-18143880e1b8/Rule-Design-Brand-Strategy-DIY-Blog-4.jpg</image:loc>
      <image:title>Blog - Your guide to DIY Brand Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/6c851d27-2fd7-4bb0-bbea-d497982a45e0/Rule-Design-Brand-Strategy-DIY-Blog-1.jpg</image:loc>
      <image:title>Blog - Your guide to DIY Brand Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/19f7a7c9-10b6-4d61-89c2-255e065f5f34/Rule-Design-Brand-Strategy-DIY-Blog-2.jpg</image:loc>
      <image:title>Blog - Your guide to DIY Brand Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/34b09848-308a-436b-b0da-235b3799e757/Rule-Design-Brand-Strategy-DIY-Blog-3.jpg</image:loc>
      <image:title>Blog - Your guide to DIY Brand Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/journal/the-seo-series-boost-your-website-traffic-with-marketing-seo</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-01-23</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/97b87e63-397d-402c-b5f3-584782299a4c/Rule-Design-Freebie-SEO-Cheatsheet.jpg</image:loc>
      <image:title>Blog - Boost Your Website Traffic With Marketing &amp;amp; SEO - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/0272ce3a-ed29-4bfa-9440-75c75ef89bd0/6-ways-to-boost-website-traffic-post-website-launch-Instagram-Stories.jpg</image:loc>
      <image:title>Blog - Boost Your Website Traffic With Marketing &amp;amp; SEO - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/d9a81155-b0e4-4814-be27-0c72233f0804/6-ways-to-boost-website-traffic-post-website-launch-blog-Links-page.jpg</image:loc>
      <image:title>Blog - Boost Your Website Traffic With Marketing &amp;amp; SEO - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/90d9afd1-5949-4e60-8e58-09deccd336ca/6-ways-to-boost-website-traffic-post-website-launch-Pinterest.jpg</image:loc>
      <image:title>Blog - Boost Your Website Traffic With Marketing &amp;amp; SEO - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/6560d5e7-9365-461d-8057-f1f1f15e483e/Rule-Design-Web-Designer-NZ-SEO-Friendly-Website.jpg</image:loc>
      <image:title>Blog - Boost Your Website Traffic With Marketing &amp;amp; SEO - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/cba3b2e1-bc9d-4f41-bc61-54aab87a1e8d/6-ways-to-boost-website-traffic-post-website-launch-blog-Journal-Tease.jpg</image:loc>
      <image:title>Blog - Boost Your Website Traffic With Marketing &amp;amp; SEO - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/a97a128c-9c86-4e7f-8f15-1949595b9db5/6-ways-to-boost-website-traffic-post-website-launch-Backlinks.jpg</image:loc>
      <image:title>Blog - Boost Your Website Traffic With Marketing &amp;amp; SEO - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/d50846b7-d564-40b8-bd65-49f8c085e5ab/Rule-Design-Web-Designer-NZ-Meet-Ruth.jpg</image:loc>
      <image:title>Blog - Boost Your Website Traffic With Marketing &amp;amp; SEO - Meet Ruth - your freelance designer.</image:title>
      <image:caption>Good things come to those who wait have bold and beautiful branding and websites. Discover my services or get in touch to see how I can help you smash your goals and grow your business.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/journal/the-seo-series-seo-basics-for-your-website-design</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-09-05</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1712909728490-92L71D25GHQJAMWCBP70/Rule-Design-Web-Designer-NZ-SEO-Basics.jpg</image:loc>
      <image:title>Blog - SEO Basics for your Website Design - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/8a352991-6ad3-4d39-8c13-a5536ba68c51/Rule-Design-Web-Designer-NZ-SEO-Friendly-User-Journey.jpg</image:loc>
      <image:title>Blog - SEO Basics for your Website Design - What is SEO?</image:title>
      <image:caption>Optimising websites and online content to improve visibility and ranking in search engine results pages.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/59b7d68b-4edc-4c2b-803b-cc25467f771e/Artboard+1+copy+5.jpg</image:loc>
      <image:title>Blog - SEO Basics for your Website Design - Heading styles aren’t just to look good</image:title>
      <image:caption>They signify the H1 H2 H3 tags for crawlers to quickly read your page.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/89768b6d-87f4-4647-84d1-32258e690db3/Rule-Design-Web-Designer-NZ-SEO-Friendly-Meta-Titles.jpg</image:loc>
      <image:title>Blog - SEO Basics for your Website Design - Don’t think of Meta Titles and Descriptions as optional.</image:title>
      <image:caption>They should be a part of your SEO process.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1a7c05a1-5b3d-4c66-9ba3-08c79fbe6a1d/Rule-Design-Web-Designer-NZ-SEO-Basics-Image-Compression.jpg</image:loc>
      <image:title>Blog - SEO Basics for your Website Design - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/91bff22d-fb51-4f64-94af-5b09a69801fc/Rule-Design-Web-Designer-NZ-SEO-SSL-Certificate.jpg</image:loc>
      <image:title>Blog - SEO Basics for your Website Design - Check that you have an SSL Certificate!</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/b04ae544-8632-4275-b0c7-0dcdfd1a51cf/Rule+Design+Digital-82.jpg</image:loc>
      <image:title>Blog - SEO Basics for your Website Design - Meet Ruth - your freelance designer.</image:title>
      <image:caption>Good things come to those who wait have bold and beautiful branding and websites. Discover my services or get in touch to see how I can help you smash your goals and grow your business.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/journal/the-seo-series-how-google-ranks-your-website</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-01-22</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1712909572997-RS6LO79JIW0YEMSI1BZU/Rule-Design-Web-Designer-NZ-SEO-Friendly-Website.jpg</image:loc>
      <image:title>Blog - What is SEO? Understanding the Google Algorithm - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/94436bda-8b04-44a6-a0b4-4ab882d27a96/6-ways-to-boost-website-traffic-post-website-launch.jpg</image:loc>
      <image:title>Blog - What is SEO? Understanding the Google Algorithm - SEO stands for…</image:title>
      <image:caption>Search Engine Optimisation</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/65daaf50-8400-4b68-bb52-e89f2f8b8e5d/Rule-Design-SEO-for-Beginners-Google-Rankings.jpg</image:loc>
      <image:title>Blog - What is SEO? Understanding the Google Algorithm</image:title>
      <image:caption>It’s not a big mystery! Here’s the data for the 2024 ranking factors from First Page Sage.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/b04ae544-8632-4275-b0c7-0dcdfd1a51cf/Rule+Design+Digital-82.jpg</image:loc>
      <image:title>Blog - What is SEO? Understanding the Google Algorithm - Meet Ruth - your freelance designer.</image:title>
      <image:caption>Good things come to those wait who have bold and beautiful branding and websites. Discover my services or get in touch to see how I can help you smash your goals and grow your business.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/journal/5-website-design-tips-diy-level-up</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-09</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/d2c4c011-09bf-4d05-85ab-c5ee1e200915/Rule-Design-Website-Tips-DIY-Blog-2.jpg</image:loc>
      <image:title>Blog - 5 ways to make your DIY website look professional - Make it stand out</image:title>
      <image:caption>Wondering where the favicon is? This is what it looks like on an open browser tab</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/0fcbb2ef-4f8e-4af1-bbd4-7962ce6291af/Rule-Design-Website-Tips-DIY-Blog-1.jpg</image:loc>
      <image:title>Blog - 5 ways to make your DIY website look professional - Make it stand out</image:title>
      <image:caption>Try out this footer template and fill in the gaps</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/a2d4c76b-f873-4087-a881-a7142196d809/Rule-Design-Website-Tips-DIY-Blog-6.jpg</image:loc>
      <image:title>Blog - 5 ways to make your DIY website look professional - Make it stand out</image:title>
      <image:caption>Here’s what it looks like on my website</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/7d9e0d7d-4c14-42ce-8ffd-be6fe5ee9309/Rule-Design-Website-Tips-DIY-Blog-3.jpg</image:loc>
      <image:title>Blog - 5 ways to make your DIY website look professional - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/79bb9e0e-70a7-41f9-9ae0-7b4101c63ef9/Rule-Design-Website-Tips-DIY-Blog-5.jpg</image:loc>
      <image:title>Blog - 5 ways to make your DIY website look professional - Make it stand out</image:title>
      <image:caption>Feel free to try out these hex codes on your website!</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/757c0c76-7586-4ef6-b64d-7caa2e127bf7/Rule-Design-Website-Tips-DIY-Blog-4.jpg</image:loc>
      <image:title>Blog - 5 ways to make your DIY website look professional - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/6df22d21-de92-4f12-bb7e-1009ec63f8e9/Film-40.jpg</image:loc>
      <image:title>Blog - 5 ways to make your DIY website look professional</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/journal/how-to-create-colour-palette-for-your-brand</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-07-05</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/cf14303f-36f9-4b17-ae40-6b1ae857d588/Rule+Design+Digital-147.jpg</image:loc>
      <image:title>Blog - How to create a colour palette with strategy - Exercise:</image:title>
      <image:caption>Think of at least 3 brands that you interact with regularly, like your local supermarket, Starbucks, or your favourite online store. Visualise the colours that they use on their storefront or website - can you recall them with ease? Jot down if so.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/c26a06b4-90b5-4c66-8fa3-be76381f02f1/Rule+Design+-+Colour+Theory+-+Data+Vis.jpg</image:loc>
      <image:title>Blog - How to create a colour palette with strategy - Make it stand out</image:title>
      <image:caption>Colour psychology chart for the meanings of colours</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/e6294c25-a675-4f1a-a312-47c8f0637a3f/Rule+Design+-+Colour+Theory+-+Data+Vis+-+Hue+Shade+Tone+Tint.jpg</image:loc>
      <image:title>Blog - How to create a colour palette with strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/610ab77e-7ae3-4b21-9558-7419521000e7/Rule+Design+-+Colour+Theory+-+Data+Vis+-+Contrast+Check.jpg</image:loc>
      <image:title>Blog - How to create a colour palette with strategy - Make it stand out</image:title>
      <image:caption>Changing the palette to grayscale is a simple, yet effective way to check the contrast</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/540ba830-4229-4f0f-9158-ef0dae311a3e/Rule+Design+-+Colour+Theory+-+Palette+Visualiser.png</image:loc>
      <image:title>Blog - How to create a colour palette with strategy - Make it stand out</image:title>
      <image:caption>The Palette Visualizer is a free tool by Coolors</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/6df22d21-de92-4f12-bb7e-1009ec63f8e9/Film-40.jpg</image:loc>
      <image:title>Blog - How to create a colour palette with strategy</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/journal/lessons-from-the-panel-for-the-new-year</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-01-15</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/28ab6fa2-bbfd-4d56-996b-f452c5b3e84d/Rule+Design+-+Rocketspark+Creative+Launchpad+Event+-+2.jpg</image:loc>
      <image:title>Blog - What I learned from my first panel experience - That’s me - Ruth!</image:title>
      <image:caption>I learned so much from the event and my time on the panel.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/bb1e6f35-e737-45e1-9645-c8f185850f82/Rule+Design+-+Lessons+for+small+business+owners.jpg</image:loc>
      <image:title>Blog - What I learned from my first panel experience</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/6985be74-af9c-4be6-a435-610d58365607/Rule+Design+-+Rocketspark+Creative+Launchpad+Event.jpg</image:loc>
      <image:title>Blog - What I learned from my first panel experience - The other panelists!</image:title>
      <image:caption>Harry (@harry.holidays) and Sarah (@ahoystudio)</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/dfd0c3ab-c74f-4036-86a4-a90c51a49c87/Rule+Design+Ruth+Lever+Web+Designer+NZ+studio.jpg</image:loc>
      <image:title>Blog - What I learned from my first panel experience</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/journal/5-free-gift-ideas-for-small-business-owners</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-11-12</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/67f8cc60-2aea-4455-ba59-7721b9d1e21c/Gift+Ideas+for+Small+Business+Owners+NZ.jpg</image:loc>
      <image:title>Blog - 5 free gift ideas for your small business besties this holiday season - Whoever said vouchers and acts of kindness were bad gifts?</image:title>
      <image:caption>PSA for my friends and family that these are my favourite kinds</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/a3c7c0a6-59b9-4d58-b3cf-b65dff511e83/Rule+Design+Digital-126.jpg</image:loc>
      <image:title>Blog - 5 free gift ideas for your small business besties this holiday season - We have a whopping 587,000 small businesses in NZ, and 70% of those are sole traders [Yellow SME Report 2023].</image:title>
      <image:caption>That’s a lot of hearts to warm with your encouraging words and acts of kindness!</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/dfd0c3ab-c74f-4036-86a4-a90c51a49c87/Rule+Design+Ruth+Lever+Web+Designer+NZ+studio.jpg</image:loc>
      <image:title>Blog - 5 free gift ideas for your small business besties this holiday season</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/journal/how-i-changed-my-marketing-mindset</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-08-15</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1693960162130-0GACSBKRR4C19YBXM440/Rule+Design+Sparkle%26Spin+social+media+templates.jpg</image:loc>
      <image:title>Blog - How I changed my marketing mindset - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1683592052913-CQW5V2Y380F4T4CT8COS/Custom+shopify+website+design+for+Ha%CC%84+Naturally+by+Rule+Design+NZ.jpg</image:loc>
      <image:title>Portfolio - Hā Naturally</image:title>
      <image:caption>Website homepage design on Shopify</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1692751365052-IBA8MGGVBXW47LY9MCNZ/Business+Cards+for+Ha+Naturally+by+Rule+Design+NZ.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/8897cda2-ee31-4775-a7f8-5f4c17e06990/Rule+Design+Ha%CC%84+Naturally+shopify+website+on+dining+room+table.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/b96c17ce-a8e3-427b-befa-39bc8e8ae6c0/Rule-Design-Web-Designer-NZ-Ruth-Lever.jpg</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/portfolio/yasmin-haynes-hair-makeup-artist</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-07</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/8f374826-d690-44b5-886a-f4e290952c0f/Logo+and+business+card+for+hair+makeup+artist+by+Rule+Design.jpg</image:loc>
      <image:title>Portfolio - Yasmin Haynes</image:title>
      <image:caption>Business card design using the brand identity</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/c5a0cc20-8c15-4e45-b7a5-c2f078fc9f20/Brand+Identity+and+logomark+for+hair+makeup+artist+by+Rule+Design.jpg</image:loc>
      <image:title>Portfolio - Yasmin Haynes</image:title>
      <image:caption>A submark logo as part of the logo design suite</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1683590494187-XBLN43ESMTGXY408PGBH/Brand+Identity+and+logo+for+hair+makeup+artist+by+Rule+Design.jpg</image:loc>
      <image:title>Portfolio - Yasmin Haynes</image:title>
      <image:caption>Primary and secondary logo as part of the logo design suite</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/9c267b3d-7814-45c6-9063-29efd4446ad5/Website+design+for+hair+makeup+artist+by+Rule+Design.jpg</image:loc>
      <image:title>Portfolio - Yasmin Haynes</image:title>
      <image:caption>Website concepts using brand guidelines</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1683590494187-XBLN43ESMTGXY408PGBH/Brand+Identity+and+logo+for+hair+makeup+artist+by+Rule+Design.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1683591992070-2LK2SF9IHH4ZSZFPQWFL/Logo+and+business+card+for+hair+makeup+artist+by+Rule+Design.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/b96c17ce-a8e3-427b-befa-39bc8e8ae6c0/Rule-Design-Web-Designer-NZ-Ruth-Lever.jpg</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/portfolio/tea-and-toast-cafe</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-04-05</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/c0e4edb3-41ca-4f77-a5a3-bb337246ebf0/Rule-Design-Tea-Toast-Cafe-Branding-Illustrations-Coffee-Holder.jpg</image:loc>
      <image:title>Portfolio - Tea &amp; Toast</image:title>
      <image:caption>Coffee cup and holder design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1db7ce1f-1ee3-44df-a526-30659d23e4d5/Rule-Design-Tea-Toast-Cafe-Branding-Illustrations-Character.jpg</image:loc>
      <image:title>Portfolio - Tea &amp; Toast</image:title>
      <image:caption>Character illustration drawn in Procreate and then vectorised in Adobe Illustrator</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/c668cb47-cae8-4fc1-9f21-2a95906fd59c/Brand+Identity+and+logo+for+cafe+by+Rule+Design.jpg</image:loc>
      <image:title>Portfolio - Tea &amp; Toast</image:title>
      <image:caption>Logo design using typography from Pangram Pangram font foundry</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/f8389430-430a-4b4b-8083-f1c5701a8544/Rule+Design+Ruth+Lever+freelance+designer+NZ+Japan.jpg</image:loc>
      <image:title>Portfolio - Tea &amp; Toast</image:title>
      <image:caption>Brand pattern design using digital illustrative icons in alternative colourway</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/ac229c0e-4b0d-4812-980a-51660276ee48/Brand+Identity+and+illustration+for+cafe+by+Rule+Design.jpg</image:loc>
      <image:title>Portfolio - Tea &amp; Toast</image:title>
      <image:caption>Character illustration drawn in Procreate and then vectorised in Adobe Illustrator</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1693464548758-YAIBPY0NM4VIO0AHVXEI/Branding+and+menu+design+for+cafe+by+Rule+Design.jpg</image:loc>
      <image:title>Portfolio - Tea &amp; Toast</image:title>
      <image:caption>Menu design in tall portrait format, double-sided, using brand fonts and colours</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1683591174901-G1JNJ8Z24YB864NP197L/Branding+and+colour+palette+and+for+cafe+by+Rule+Design.jpg</image:loc>
      <image:title>Portfolio - Tea &amp; Toast</image:title>
      <image:caption>Mobile mockups using the brand imagery</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/b9e332cd-8e55-44a3-8e90-a143f952dea4/Rule-Design-Tea-Toast-Cafe-Branding-Illustrations-Magazine.jpg</image:loc>
      <image:title>Portfolio - Tea &amp; Toast</image:title>
      <image:caption>Magazine design on display next the croissants! Showing brand in action</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/4a654cea-b41e-4044-94e6-f8f3779e2834/Rule-Design-Tea-Toast-Cafe-Branding-Illustrations-Coffee-Cup.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/c3dd0abf-6c22-4597-b787-15148545e6ad/Rule-Design-Tea-Toast-Cafe-Branding-Website-Mobile-Menu.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/a3931b59-e9dc-4c3a-8b1d-09eea2fdeb02/Rule-Design-Tea-Toast-Cafe-Branding-Illustrations-Character.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/c668cb47-cae8-4fc1-9f21-2a95906fd59c/Brand+Identity+and+logo+for+cafe+by+Rule+Design.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/239c5221-99b2-4972-a7ff-c9dce0823151/Brand+Identity+and+illustration+pattern+for+cafe+by+Rule+Design.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/b96c17ce-a8e3-427b-befa-39bc8e8ae6c0/Rule-Design-Web-Designer-NZ-Ruth-Lever.jpg</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/portfolio/sparkle-and-spin-brand</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-07</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/c3ca2433-03be-442d-b536-d1a59400570f/Rule+Design+-+Sparkle+%26+Spin+Artboard+1+copy+11.jpg</image:loc>
      <image:title>Portfolio - Sparkle &amp; Spin</image:title>
      <image:caption>Brand icons to use on print and digital media</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/4cea128c-e33b-4ee2-abd5-531d37706a14/Rule+Design+-+Sparkle+%26+Spin+Artboard+1+copy+12.jpg</image:loc>
      <image:title>Portfolio - Sparkle &amp; Spin</image:title>
      <image:caption>Brand guidelines help with brand consistency</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/bdfabbbd-4184-417e-8bf1-719d45cf011d/Rule+Design+Sparkle%26Spin+business+card+mockup.jpg</image:loc>
      <image:title>Portfolio - Sparkle &amp; Spin</image:title>
      <image:caption>Business card design using the brand identity</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/292080d1-17f6-45e9-9f73-2e1a11482276/Rule+Design+Sparkle%26Spin+social+media+templates.jpg</image:loc>
      <image:title>Portfolio - Sparkle &amp; Spin</image:title>
      <image:caption>Social Media templates in Canva for brand consistency</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/97b4841b-35b5-4981-97a3-533f48630143/Rule+Design+Sparkle%26Spin+rental+agreement+2.jpg</image:loc>
      <image:title>Portfolio - Sparkle &amp; Spin</image:title>
      <image:caption>Rental Agreement using the brand identity</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/dc3128b4-cef9-4a14-ace6-5abe679f49d5/Rule+Design+Sparkle%26Spin+care+card.jpg</image:loc>
      <image:title>Portfolio - Sparkle &amp; Spin</image:title>
      <image:caption>Care Card to accompany leotards in their postal packaging</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1706062083630-Z1ESC71KTJB5NQ8V0W1G/Rule+Design+Sparkle%26Spin+social+media+templates.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1711959009124-4SRZKDN8CFT03JPM6GH1/Rule+Design+Sparkle%26Spin+business+card+mockup.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/295e8acc-6533-4295-a297-3636e106c5df/Rule+Design+Ruth+Lever+Brand+Designer+NZ+branding+strategy.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/549443cd-b7a0-47ca-9838-3249a59a234d/Oki_film.jpg</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/portfolio/urban-antidote-florist-website-design</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-07</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/a8646b9a-d7d0-4ace-998a-634904db9f63/Rule-Design-Urban-Antidote+Melbourne-Florist-eCommerce-Website-5.jpg</image:loc>
      <image:title>Portfolio - Urban Antidote</image:title>
      <image:caption>Homepage design (desktop) on Shopify</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/0d6591ce-1c66-4e80-b6d2-643c46c13ac9/Rule-Design-Urban-Antidote+Melbourne-Florist-eCommerce-Website-4.jpg</image:loc>
      <image:title>Portfolio - Urban Antidote</image:title>
      <image:caption>Welcome to our Melbourne Floral Design Studio</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/9143f927-d3be-46fd-944c-0a6bfbbdd3c4/Rule-Design-Urban-Antidote+Melbourne-Florist-eCommerce-Website-6.jpg</image:loc>
      <image:title>Portfolio - Urban Antidote</image:title>
      <image:caption>Mobile homepage and product page design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/fd3c3b2c-56d5-4801-8ca6-8379f778b32a/Rule-Design-Urban-Antidote+Melbourne-Florist-eCommerce-Website-2.jpg</image:loc>
      <image:title>Portfolio - Urban Antidote</image:title>
      <image:caption>Modern and minimal website page design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/d130e0e8-f177-4992-811b-94b27306c29d/Rule-Design-Urban-Antidote+Melbourne-Florist-eCommerce-Website-3.jpg</image:loc>
      <image:title>Portfolio - Urban Antidote</image:title>
      <image:caption>Fresh and clean mobile website design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/53cea007-49b7-4d45-a73d-4f91b0ec6c5a/Rule-Design-Urban-Antidote+Melbourne-Florist-eCommerce-Website-1.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1712016818102-OKZOLAVA7RMVVLQDE5Y5/Rule-Design-Urban-Antidote+Melbourne-Florist-eCommerce-Website-6.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/e2565366-2aa7-49a4-aadc-0896889a4ea8/Rule-Design-Email-Images-SEO-Freebie.jpg</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/portfolio/dynamic-digital-website-design</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-07</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/6e4ddd19-3229-4949-be59-3aa436ad3142/Rule-Design-Dynamic-Digital-Social-Media-Website-1.jpg</image:loc>
      <image:title>Portfolio - Dynamic Digital</image:title>
      <image:caption>Tablet-friendly website design layout</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/00c147a5-1b62-469f-a643-5fd9c8c39b31/Rule-Design-Dynamic-Digital-Social-Media-Website-2.jpg</image:loc>
      <image:title>Portfolio - Dynamic Digital</image:title>
      <image:caption>Mobile-friendly website design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/acfa867e-da67-4d93-bda8-e9016de7267e/Rule-Design-Dynamic-Digital-Social-Media-Website-4.jpg</image:loc>
      <image:title>Portfolio - Dynamic Digital</image:title>
      <image:caption>Page layouts for mobile browsing</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/56c14954-e0a2-4905-9b42-2a32adcf93db/Rule-Design-Dynamic-Digital-Social-Media-Website-5.jpg</image:loc>
      <image:title>Portfolio - Dynamic Digital</image:title>
      <image:caption>Moodboard for the website design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/143a8d0c-a2d1-4088-ae7a-c9a70650a5c1/Rule-Design-Dynamic-Digital-Social-Media-Website-6.jpg</image:loc>
      <image:title>Portfolio - Dynamic Digital</image:title>
      <image:caption>Website design on desktop/laptop</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/05047308-6519-4af3-a5b5-5d196e03835d/Rule-Design-Dynamic-Digital-Social-Media-Website-7.jpg</image:loc>
      <image:title>Portfolio - Dynamic Digital</image:title>
      <image:caption>Homepage layout for desktop browsing</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1707205986216-XT3Q63A6EVTLH3ONF9BY/Rule-Design-Dynamic-Digital-Social-Media-Website-2.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/143a8d0c-a2d1-4088-ae7a-c9a70650a5c1/Rule-Design-Dynamic-Digital-Social-Media-Website-6.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/e2565366-2aa7-49a4-aadc-0896889a4ea8/Rule-Design-Email-Images-SEO-Freebie.jpg</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/portfolio/fire-it-up-non-profit-brand</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-07</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/95ceb94d-083e-4fc9-9661-86ebb381d55a/Rule-Design-Fire-It-Up-Non-Profit-Brand-Design-1.jpg</image:loc>
      <image:title>Portfolio - Fire It Up Fund</image:title>
      <image:caption>Instagram story template design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/ebed42dc-42b2-44c9-8e82-f77c8c4cb9c9/Rule-Design-Fire-It-Up-Non-Profit-Brand-Design-5.jpg</image:loc>
      <image:title>Portfolio - Fire It Up Fund</image:title>
      <image:caption>Social media templates designed in Canva</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/10a7bb76-2da3-4280-acaa-7058e5adf5ef/Rule-Design-Fire-It-Up-Non-Profit-Brand-Design-2.jpg</image:loc>
      <image:title>Portfolio - Fire It Up Fund</image:title>
      <image:caption>Logomark 'F-stop' Design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/8e658958-c0ed-4e3a-923b-5c912f083bc9/Rule-Design-Fire-It-Up-Non-Profit-Brand-Design-4.jpg</image:loc>
      <image:title>Portfolio - Fire It Up Fund</image:title>
      <image:caption>Brand elements and icons - sparks and lens</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/4d2c0f4a-6e9a-4250-809c-d7146ed350f5/Rule-Design-Fire-It-Up-Non-Profit-Brand-Design-6.jpg</image:loc>
      <image:title>Portfolio - Fire It Up Fund</image:title>
      <image:caption>Copywriting for posters and brand design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/57f89f4c-65bd-4e06-9ff7-208a54df4108/Rule-Design-Fire-It-Up-Non-Profit-Brand-Design-3.jpg</image:loc>
      <image:title>Portfolio - Fire It Up Fund</image:title>
      <image:caption>Logo suite including logomark and full logo variations</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/875fa522-a2db-41da-b386-732792119ffc/Rule-Design-Fire-It-Up-Non-Profit-Brand-Design-7.jpg</image:loc>
      <image:title>Portfolio - Fire It Up Fund</image:title>
      <image:caption>Poster design using visual identity design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/ebed42dc-42b2-44c9-8e82-f77c8c4cb9c9/Rule-Design-Fire-It-Up-Non-Profit-Brand-Design-5.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/875fa522-a2db-41da-b386-732792119ffc/Rule-Design-Fire-It-Up-Non-Profit-Brand-Design-7.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/b96c17ce-a8e3-427b-befa-39bc8e8ae6c0/Rule-Design-Web-Designer-NZ-Ruth-Lever.jpg</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/portfolio/smile-caravans-brand-web-design</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-12-23</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/326cda0a-5916-4cc4-be7c-3339ea7f6e30/Rule-Design-Smile-Caravans-Brand-Web-Design-1.jpg</image:loc>
      <image:title>Portfolio - Smile Caravans</image:title>
      <image:caption>Business card design using brand guidelines</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/71544d4e-d009-4005-8018-10df16fe72b1/Rule-Design-Smile-Caravans-Brand-Web-Design-3.jpg</image:loc>
      <image:title>Portfolio - Smile Caravans</image:title>
      <image:caption>Thank you card design for online store orders</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/c4b3d971-52e2-46bb-8195-ad0a7f51edae/Rule-Design-Smile-Caravans-Brand-Web-Design-4.jpg</image:loc>
      <image:title>Portfolio - Smile Caravans</image:title>
      <image:caption>Brand moodboard to kickstart the visual identity direction</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/7acc9017-9da8-4ba5-8b22-25cc27f546d7/Rule-Design-Smile-Caravans-Brand-Web-Design-5.jpg</image:loc>
      <image:title>Portfolio - Smile Caravans</image:title>
      <image:caption>Brand cheatsheet for consistent use of brand guidelines</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/3b498b30-ae7e-44a5-acd4-d0603f1f6629/Rule-Design-Smile-Caravans-Brand-Web-Design-2.jpg</image:loc>
      <image:title>Portfolio - Smile Caravans</image:title>
      <image:caption>Website homepage design on Shopify platform - Prestige theme</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/94db4136-6356-462b-843b-dc4c36cc0c7a/Rule-Design-Smile-Caravans-Brand-Web-Design-6.jpg</image:loc>
      <image:title>Portfolio - Smile Caravans</image:title>
      <image:caption>Colour palette backed by strategy to stand out from competitors (mostly using corporate blue)</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/84d64c07-4664-477b-8b7c-606c8d68a9d2/Rule-Design-Smile-Caravans-Brand-Web-Design-7.jpg</image:loc>
      <image:title>Portfolio - Smile Caravans</image:title>
      <image:caption>Initial logo concepts before we decided to honour and tweak the original smiling caravan</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/3b498b30-ae7e-44a5-acd4-d0603f1f6629/Rule-Design-Smile-Caravans-Brand-Web-Design-2.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/326cda0a-5916-4cc4-be7c-3339ea7f6e30/Rule-Design-Smile-Caravans-Brand-Web-Design-1.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/e2565366-2aa7-49a4-aadc-0896889a4ea8/Rule-Design-Email-Images-SEO-Freebie.jpg</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/portfolio/ocean-lodge-brand-design-nz</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-07</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/ca9b0f66-a1f8-4891-943b-81d363101dbe/Rule-Design-Ocean-Lodge-Wellness-Retreat-Brand-Design-3.jpg</image:loc>
      <image:title>Portfolio - The Ocean Lodge</image:title>
      <image:caption>The Ocean Lodge - surf &amp; yoga retreat in Northland, NZ</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/8328fe31-2ad4-4cf4-8db8-17a70662dd9c/Rule-Design-Ocean-Lodge-Wellness-Retreat-Brand-Design-1.jpg</image:loc>
      <image:title>Portfolio - The Ocean Lodge</image:title>
      <image:caption>Colour palette backed by strategy, designed to rejuvenate and invigorate the target audience</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/0fae31cd-f79c-463b-be9e-1a78a762ce08/Rule-Design-Ocean-Lodge-Wellness-Retreat-Brand-Design-7.jpg</image:loc>
      <image:title>Portfolio - The Ocean Lodge</image:title>
      <image:caption>Logo suite using illustrative elements, with variations for different uses.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/2f215287-abc6-42c5-87ec-7ef5a3f7a1ff/Rule-Design-Ocean-Lodge-Wellness-Retreat-Brand-Design-5.jpg</image:loc>
      <image:title>Portfolio - The Ocean Lodge</image:title>
      <image:caption>Alternative logo in colour</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/076617ed-6a2e-4ca4-96d3-dfd390bb6cca/Rule-Design-Ocean-Lodge-Wellness-Retreat-Brand-Design-6.jpg</image:loc>
      <image:title>Portfolio - The Ocean Lodge</image:title>
      <image:caption>Business card design using brand identity elements</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/e59e0db7-4e5b-4925-9eb8-cee559b90849/Rule-Design-Ocean-Lodge-Wellness-Retreat-Brand-Design-8.jpg</image:loc>
      <image:title>Portfolio - The Ocean Lodge</image:title>
      <image:caption>Illustrative elements of flora and fauna native to NZ</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/33f00661-d6fc-4cb7-bf98-c4b50fa04743/Rule-Design-Ocean-Lodge-Wellness-Retreat-Brand-Design-10.jpg</image:loc>
      <image:title>Portfolio - The Ocean Lodge</image:title>
      <image:caption>Social media tile design, with tagline for the wellness retreat.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/74541ef5-b71e-40c5-85f3-f375f5a17626/Rule-Design-Ocean-Lodge-Wellness-Retreat-Brand-Design-4.jpg</image:loc>
      <image:title>Portfolio - The Ocean Lodge</image:title>
      <image:caption>Illustrative elements of flora and fauna native to NZ, hand drawn in Procreate software before transferring to Illustrator.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/db498ac5-d7f6-48e6-a144-da331d66fec3/Rule-Design-Ocean-Lodge-Wellness-Retreat-Brand-Design-2.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/dbc7c1ee-9d71-466d-a552-782f5132c2aa/Rule-Design-Ocean-Lodge-Wellness-Retreat-Brand-Design-9.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/b96c17ce-a8e3-427b-befa-39bc8e8ae6c0/Rule-Design-Web-Designer-NZ-Ruth-Lever.jpg</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/portfolio/being-yoga-life-coaching-nz</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-07</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/b2a27b2e-8afa-47f2-a586-74c63f6dc160/Rule-Design-Being-Yoga-Coaching-Web-Design-1.jpg</image:loc>
      <image:title>Portfolio - Being Yoga &amp; Life Coaching</image:title>
      <image:caption>Mobile-friendly website design for user friendly browsing across different device sizes</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/54fa2c25-ff11-46a3-9632-763192965f4b/Rule-Design-Being-Yoga-Coaching-Web-Design-2.jpg</image:loc>
      <image:title>Portfolio - Being Yoga &amp; Life Coaching</image:title>
      <image:caption>Developing Being's website copywriting to reflect her new life coaching branch</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/a1c074cc-7fb8-4adf-bac0-2fd0d4d024ed/Rule-Design-Being-Yoga-Coaching-Web-Design-3.jpg</image:loc>
      <image:title>Portfolio - Being Yoga &amp; Life Coaching</image:title>
      <image:caption>Homepage design for desktop screens, with a modern grid layout and SEO-optimised text</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/e03de5f1-bc42-4284-bb04-61f3a8db2789/Rule-Design-Being-Yoga-Coaching-Web-Design-4.jpg</image:loc>
      <image:title>Portfolio - Being Yoga &amp; Life Coaching</image:title>
      <image:caption>Homepage navigation menu for mobile screens</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/968fb1b8-5b9c-417f-8b0e-d0e927797e79/Rule-Design-Being-Yoga-Coaching-Web-Design-6.jpg</image:loc>
      <image:title>Portfolio - Being Yoga &amp; Life Coaching</image:title>
      <image:caption>A modern and impactful landing page to convert the Being audience into clients</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1707295914918-JAGI54PZULIOKT9NV79M/Rule-Design-Being-Yoga-Coaching-Web-Design-5.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/a1c074cc-7fb8-4adf-bac0-2fd0d4d024ed/Rule-Design-Being-Yoga-Coaching-Web-Design-3.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/47ee4f66-7a7e-40ed-8188-de53db555b78/Being-Yoga-Coaching-NZ-About-Being-Sophie.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/e2565366-2aa7-49a4-aadc-0896889a4ea8/Rule-Design-Email-Images-SEO-Freebie.jpg</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/portfolio/kowhai-coast-dental-warkworth</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-02-07</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/40d41064-79ee-48f9-ae60-c78c8967cb96/Rule-Design-Kowhai-Coast-Dental-Rocketspark-Website-Full-Page.jpg</image:loc>
      <image:title>Portfolio - Kōwhai Coast Dental</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/f1e52593-af58-4eab-aefe-07c02eb7183a/Rule-Design-Kowhai-Coast-Dental-Rocketspark-Website-2.jpg</image:loc>
      <image:title>Portfolio - Kōwhai Coast Dental</image:title>
      <image:caption>Landing page design using modern, friendly imagery to showcase the result of dentistry, rather than the scary equipment</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/a4eb5064-4fb7-4f41-a812-c85158c0bb23/Rule-Design-Kowhai-Coast-Dental-Rocketspark-Website-3.jpg</image:loc>
      <image:title>Portfolio - Kōwhai Coast Dental</image:title>
      <image:caption>Modern homepage design using the existing brand colours and logo suite</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/efafe558-e57e-49b2-90d2-948b42d81a26/Rule-Design-Kowhai-Coast-Dental-Rocketspark-Website-Mobile.jpg</image:loc>
      <image:title>Portfolio - Kōwhai Coast Dental</image:title>
      <image:caption>Mobile-friendly website design for browsing across devices seamlessly</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/40d41064-79ee-48f9-ae60-c78c8967cb96/Rule-Design-Kowhai-Coast-Dental-Rocketspark-Website-Full-Page.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/efafe558-e57e-49b2-90d2-948b42d81a26/Rule-Design-Kowhai-Coast-Dental-Rocketspark-Website-Mobile.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/e2565366-2aa7-49a4-aadc-0896889a4ea8/Rule-Design-Email-Images-SEO-Freebie.jpg</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/portfolio/paper-daizy-floral-design-sydney</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-01-15</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/3b37640a-def1-4110-b8db-560f16679757/Rule-Design-Paper-Daizy-Wedding-Florist-Sydney-Before.jpg</image:loc>
      <image:title>Portfolio - Paper Daizy Floral Design</image:title>
      <image:caption>Paper Daizy website before our project</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/44f00115-3c67-4aa6-8958-3a5f7e347769/Rule-Design-Paper-Daizy-Wedding-Florist-Sydney-After.jpg</image:loc>
      <image:title>Portfolio - Paper Daizy Floral Design</image:title>
      <image:caption>Paper Daizy website after our project!</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/35eccaca-fc53-4a18-939f-12814771efcc/Rule-Design-Paper-Daizy-Wedding-Florist-Sydney-Logo-Suite.jpg</image:loc>
      <image:title>Portfolio - Paper Daizy Floral Design</image:title>
      <image:caption>Logo suite including the full logo and two submarks</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/3ea0522f-d9db-45a7-84c5-7f0ffc0dec19/Rule-Design-Paper-Daizy-Wedding-Florist-Sydney-Branding.jpg</image:loc>
      <image:title>Portfolio - Paper Daizy Floral Design</image:title>
      <image:caption>Tagline: Cultivating romantic moments with floral design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/dd4598cb-ec69-4435-a0ab-13afe9365c67/Rule-Design-Paper-Daizy-Wedding-Florist-Sydney-Business-Card.jpg</image:loc>
      <image:title>Portfolio - Paper Daizy Floral Design</image:title>
      <image:caption>Business card design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/b17e2120-0b4b-4564-bac8-01c39de8226f/Rule-Design-Paper-Daizy-Wedding-Florist-Sydney-Cheatsheet.jpg</image:loc>
      <image:title>Portfolio - Paper Daizy Floral Design</image:title>
      <image:caption>Brand cheatsheet to keep consistent going forward</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/b7d866fc-b9ae-4a1b-8c9f-579b75f5fd32/Rule-Design-Paper-Daizy-Wedding-Florist-Sydney-Illustrations.jpg</image:loc>
      <image:title>Portfolio - Paper Daizy Floral Design</image:title>
      <image:caption>Brand illustrations to add some depth and more assets for the brand</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/4b3d90aa-be9d-4f3c-8194-3554534db7d3/Rule-Design-Paper-Daizy-Wedding-Florist-Sydney-Mobile-Friendly-1.jpg</image:loc>
      <image:title>Portfolio - Paper Daizy Floral Design</image:title>
      <image:caption>Mobile friendly website design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1cf2aa58-7ddf-41c7-a1d9-b9316f5286b4/Rule-Design-Paper-Daizy-Wedding-Florist-Sydney-Mobile-Friendly-2.jpg</image:loc>
      <image:title>Portfolio - Paper Daizy Floral Design</image:title>
      <image:caption>A responsive website design works across all devices</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/d4818e0a-9466-481c-a26b-02031a2bdc32/Rule-Design-Paper-Daizy-Wedding-Florist-Sydney-Thank-You-Card.jpg</image:loc>
      <image:title>Portfolio - Paper Daizy Floral Design</image:title>
      <image:caption>Thank you card design - A6 size</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/e38913b3-1014-4d9b-b5c1-c102fe103b57/Rule-Design-Paper-Daizy-Wedding-Florist-Sydney-Business-Card.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1710489548343-WMEJQH2495DQEJGS1WG2/Rule-Design-Paper-Daizy-Wedding-Florist-Sydney-Website-Design.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/50745716-ee10-4ebc-a528-2e24b7076eec/Paper-Daizy-Sydney-Wedding-Florist-5.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/b96c17ce-a8e3-427b-befa-39bc8e8ae6c0/Rule-Design-Web-Designer-NZ-Ruth-Lever.jpg</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://www.ruledesign.co.nz/portfolio/zoe-rae-california-photographer</loc>
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      <image:title>Portfolio - Zoe Rae Photo</image:title>
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      <image:caption>Sticker-style logo for use on top of imagery</image:caption>
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      <image:caption>T-shirt mockup with vertical logo</image:caption>
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      <image:caption>Primary logo with all elements including logomark and tagline</image:caption>
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      <image:title>Portfolio - Zoe Rae Photo</image:title>
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    <loc>https://www.ruledesign.co.nz/portfolio/rule-design-illustrations</loc>
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    <lastmod>2024-11-12</lastmod>
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    <lastmod>2025-01-07</lastmod>
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      <image:caption>Brand guidelines cheatsheet</image:caption>
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      <image:caption>Behind the scenes: initial working file</image:caption>
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      <image:caption>Behind the scenes: concepts mockup creation</image:caption>
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    <loc>https://www.ruledesign.co.nz/portfolio/oryn-skincare-brand-packaging-illustrations</loc>
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    <priority>0.5</priority>
    <lastmod>2025-02-19</lastmod>
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      <image:title>Portfolio - Oryn Skincare</image:title>
      <image:caption>Oryn Skincare brand vision statement</image:caption>
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    <image:image>
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      <image:title>Portfolio - Oryn Skincare</image:title>
      <image:caption>Hand drawn logomark development</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/67d77345-f0c5-4d45-852c-86ca6f4ecb89/Rule-Design-Brand-Packaging-Design-Oryn-Skincare-Packaging-Dieline.jpg</image:loc>
      <image:title>Portfolio - Oryn Skincare</image:title>
      <image:caption>Rosehip serum packaging dieline design</image:caption>
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      <image:title>Portfolio - Oryn Skincare</image:title>
      <image:caption>Custom, hand drawn wordmark development</image:caption>
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      <image:title>Portfolio - Oryn Skincare</image:title>
      <image:caption>Natural skincare serum packaging design</image:caption>
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      <image:title>Portfolio - Oryn Skincare</image:title>
      <image:caption>Serum bottle label design</image:caption>
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      <image:title>Portfolio - Oryn Skincare</image:title>
      <image:caption>Kawakawa balm packaging tube design</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/3019515c-e3cc-4fcb-a38f-ddf962a77942/Rule-Design-Brand-Packaging-Design-Oryn-Skincare-Custom-Illustrations.jpg</image:loc>
      <image:title>Portfolio - Oryn Skincare</image:title>
      <image:caption>Hand drawn custom illustrations</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6181cc15f2d46173f8410705/1739937147467-FZ289SPVMSN7310CTUZU/Rule-Design-Brand-Packaging-Design-Oryn-Skincare-Serum-Bottle.jpg</image:loc>
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