Hi, I'm Mel Hoffman the founder of Willow & Stone Studio.

I grew up on a farm in Quirindi, a small country town in North West NSW.

Growing up in a regional community gave me a deep appreciation for the businesses that make these towns what they are. The local café, the club, the accommodation provider, the family-owned store. They're often the businesses that create jobs, bring people together and give visitors a reason to stop, stay and spend time in the region.

They're part of what gives a town its identity.

Over the years, I've come to realise that many of these incredible businesses have something in common. They're great at what they do, but they're often too busy running the business to tell their story.

That's where I come in.

With a background in graphic design, marketing and photography, I help regional businesses showcase what makes them unique. Whether it's through social media, content creation, websites or branding, my role is to uncover the stories, experiences and opportunities that help a business stand out.

One of my greatest strengths is seeing a business from the outside.

A fresh perspective often reveals things that are easy to miss when you're immersed in the day-to-day. The story that hasn't been told. The experience that isn't being captured. The moments that make people connect with a brand.

My camera plays a big role in that process.

As a photographer and videographer, I create authentic content that reflects the people, places and experiences behind a business. Not content for the sake of posting, but content that helps people understand who you are and why they should choose you.

Because great regional businesses deserve to be seen.

And when they are, it doesn't just benefit the business. It benefits the community around it too.