WELL HI THERE !
I'm Lydia… creative director and founder of The Local Merch Co.
I build brands for people who give a damn. Hospitality, music, lifestyle… the kind of businesses where atmosphere, identity, and feeling are everything.
Over the past 15 years I've worked across some of Melbourne's most-loved venues, events, and restaurants. Most recently co-founding NOSTRA, a pop-up dining project that generated a 1,600-person waitlist for a 52-seat room - through brand and social alone, no paid advertising.
When I'm not designing, you'll find me somewhere between Melbourne and Mexico City, building and riding old custom motorcycles, drinking mezcal, or singing along to country music way too loud.
Got a project? Then lets talk!
"Working with Lydia was one of the best decisions we made when building Biotide Studio from the ground up. Lydia developed everything that makes our brand feel like us. The logo, the colour palette, the brand kit, our website. But what stood out was how she approached the work. She didn't just deliver assets. She took the time to educate us along the way, explaining the psychology of colour, the emotions different palettes evoke, and why those things matter when you're building trust with patients.
We came away with a brand we are genuinely proud of, and a much deeper understanding of why it works. If you are building something that needs to look considered, feel human, and actually connect with the people you serve, Lydia is exactly who you want in your corner."
— Chloe Bird, Biotide Studio