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  <url>
    <loc>https://www.helensleatordesign.com/kerryco-opcasestudy</loc>
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    <priority>0.75</priority>
    <lastmod>2026-01-15</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/84e37a92-b405-4391-a4cd-40e81ad5f1e6/kerrycoopcoveronly.jpg</image:loc>
      <image:title>kerry co-op hardback</image:title>
      <image:caption>Book titled 'Kerry Co-op: The Heart of Who We Are' by Con Dennehy, featuring a collage of photographs of various people on the cover.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/be5379dc-9575-4c46-865b-016d229bcbbd/kerrycoopmood1.jpg</image:loc>
      <image:title>kerry co-op hardback</image:title>
      <image:caption>Moodboard for Kerry Co-op - The Heart of Who We Are</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/a22a769f-aa82-434e-8dd6-740b0ac9cc75/kerrycoopmood2.jpg</image:loc>
      <image:title>kerry co-op hardback</image:title>
      <image:caption>Grid, Typeface and Image Moodboard for Kerry Co-op - The Heart of Who We Are</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/bd224ae8-4115-43d8-8877-4181365e6d72/kerrycoopcover.jpg</image:loc>
      <image:title>kerry co-op hardback</image:title>
      <image:caption>Kerry Co-op - The Heart Of Who We Are Cover</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/bed5768e-a4ca-44db-9c99-6505c1d96fa5/kerrycoopspread1.jpg</image:loc>
      <image:title>kerry co-op hardback</image:title>
      <image:caption>'In The News' Spread</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/308de3e4-58a8-4648-a4d6-185f1bf93b72/kerrycoopspread2.jpg</image:loc>
      <image:title>kerry co-op hardback</image:title>
      <image:caption>Gallery Spread</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.helensleatordesign.com/drcdgcasestudy</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-01-15</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/95abe0e2-c4ab-40b9-ab62-44be25a8e53d/drcdgguidelines.jpg</image:loc>
      <image:title>DRCDG staff social media booklet</image:title>
      <image:caption>Following Department Brand Guidelines</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/b526848d-8a76-4439-b695-21ff596c1880/drcdgfrontocver.jpg</image:loc>
      <image:title>DRCDG staff social media booklet</image:title>
      <image:caption>Two government reports titled 'Staff Social' and 'Polasaí Méan Sóisialta do Bhall Foirne' for 2025, with a digital graphic on the cover featuring hands holding a smartphone surrounded by social media icons, notification alerts, and graphic elements on a white background.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/e2ae661b-afe2-4695-8876-d07050815d3f/drcdgspread.jpg</image:loc>
      <image:title>DRCDG staff social media booklet</image:title>
      <image:caption>DRCDG Social Media Booklet Full Cover Gaeilge</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/2a462755-cb65-44b2-8d9f-303bfbda2f0e/drcdgflatspread.jpg</image:loc>
      <image:title>DRCDG staff social media booklet</image:title>
      <image:caption>DRCDG Inside Spread English</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/f7fc2781-aba1-497e-a4ad-748b9e9f252c/drcdgcover.jpg</image:loc>
      <image:title>DRCDG staff social media booklet</image:title>
      <image:caption>DRCDG Social Media Booklet Full Cover Gaeilge</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.helensleatordesign.com/tsacasestudy</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-03-23</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1755272404741-PKYEUZIN2HXFAQPXM9UC/imgg-demo-ewtBxNR1.png</image:loc>
      <image:title>TSA - simplified report workflow</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1755272404747-HM90FNEXOEZO6ZJFYH8W/imgg-demo-EpGLe4Je.png</image:loc>
      <image:title>TSA - simplified report workflow</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1755272404750-Z1FGD349F1ZMY6TO2QAO/imgg-demo-GwBYObuj.png</image:loc>
      <image:title>TSA - simplified report workflow</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1755272404754-XJMFOL1F26M2PH5N8JP5/imgg-demo-C59XbaOt.png</image:loc>
      <image:title>TSA - simplified report workflow</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.helensleatordesign.com/personalbrandidentitycasestudy</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-01-15</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/7c113cfe-c324-4316-b5a6-813a853da5f0/hsbc.jpg</image:loc>
      <image:title>helen sleator brand identity</image:title>
      <image:caption>Multiple business cards and logo designs for Helen Sleator, with text including her name, the description "strategic product + growth designer," QR codes, and design elements in a modern style.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/1df334c3-9061-4e3a-a5a5-707d124b7d5d/1.jpg</image:loc>
      <image:title>helen sleator brand identity</image:title>
      <image:caption>Graphic design with text 'brand identity development' on a background with geometric shapes.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/5faa0c47-22f6-45cf-b22e-02d9e237f9cf/2.png</image:loc>
      <image:title>helen sleator brand identity</image:title>
      <image:caption>An infographic slide with the title '2. brand strategy' in large text, with a stylized geometric background in shades of brown and white.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/4e55539f-b2f1-4fdb-8e41-39b3660a3852/helenvalues_minimal+modern+copy.jpg</image:loc>
      <image:title>helen sleator brand identity</image:title>
      <image:caption>my core values</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/46ff6879-b8e9-43df-a92b-06c49510cdb0/3.png</image:loc>
      <image:title>helen sleator brand identity</image:title>
      <image:caption>Slide with the text '3. creative direction' on a brown background and geometric shapes in shades of brown and light gray.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/17b0e652-129a-455c-a0ed-54c853325ee8/helenlogobrandguide_minimal+modern.jpg</image:loc>
      <image:title>helen sleator brand identity</image:title>
      <image:caption>moodboard 1 minimal modern</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/45101c91-b860-4cc8-92e8-94053b4ec55f/helenlogobrandguide.jpg</image:loc>
      <image:title>helen sleator brand identity</image:title>
      <image:caption>moodboard 2 playful professional</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/47fe6113-f1b6-413f-8021-14bc61e4406a/helenlogobrandguide_calm+clarity.jpg</image:loc>
      <image:title>helen sleator brand identity</image:title>
      <image:caption>moodboard 3 calm clarity</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/e100870a-7d8d-44b0-ac0d-07f809ee8cd8/4.png</image:loc>
      <image:title>helen sleator brand identity</image:title>
      <image:caption>Large orange graphic with a white arrow shape pointing to the right. Contains the text '4. visual identity' in light gray, with 'visual' in bold.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/4c0655a3-7d8d-4a0d-9b74-09a8a5b54b82/logodev_Grid+Logo.jpg</image:loc>
      <image:title>helen sleator brand identity</image:title>
      <image:caption>primary logo</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/4b5ebf79-123e-4d6e-9fa7-caebf9f92738/logodev_Grid+Logo+copy.jpg</image:loc>
      <image:title>helen sleator brand identity</image:title>
      <image:caption>secondary and wordmark logos</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/3090a567-1de7-404e-b526-4eff7aaee6c7/helensleatoronepagebrand.jpg</image:loc>
      <image:title>helen sleator brand identity</image:title>
      <image:caption>one page brand guide</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.helensleatordesign.com/shipped-ux/ui</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-03-23</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/b3742065-f458-460e-82c9-32f0105a4738/mbdcasestudy.jpg</image:loc>
      <image:title>shipped ux/ui</image:title>
      <image:caption>Slide from a presentation showing a computer screen with an online store of electrical meters, alongside statistics indicating a 54% reduction in bounce rate, 20% increase in traffic, and a call-to-action button to read a case study. The slide is titled 'MBD eComm. redesign case study' by Helen Sleator.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/13930116-d806-405c-b5c7-9af2d023b240/thelabcs.jpg</image:loc>
      <image:title>shipped ux/ui</image:title>
      <image:caption>Promotional graphic displaying a laptop with an image of an exhibition booth on the screen, accompanied by text highlighting a case study about a virtual tradeshow lead generation campaign, with statistics indicating 180 leads and twice the Facebook engagement, and a call-to-action button to read the case study.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/a4479757-1a73-4382-9736-287b14ae322f/tsacs.jpg</image:loc>
      <image:title>shipped ux/ui</image:title>
      <image:caption>Presentation slide showcasing a case study on TSA menu design by Helen Sleator with a computer screen displaying a website, highlighting a 25% increase in report completion, and a call-to-action button to read the case study.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.helensleatordesign.com/home</loc>
    <changefreq>daily</changefreq>
    <priority>1.0</priority>
    <lastmod>2026-03-23</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/b3742065-f458-460e-82c9-32f0105a4738/mbdcasestudy.jpg</image:loc>
      <image:title>home</image:title>
      <image:caption />
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/13930116-d806-405c-b5c7-9af2d023b240/thelabcs.jpg</image:loc>
      <image:title>home</image:title>
      <image:caption />
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/a4479757-1a73-4382-9736-287b14ae322f/tsacs.jpg</image:loc>
      <image:title>home</image:title>
      <image:caption />
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/4616f987-ac64-4fb0-ad0b-8184c4f6eaa9/IMG_0975.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/7b457abe-3ae3-4536-b012-3c630f076214/Screenshot+2025-08-18+at+15.30.32.png</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://www.helensleatordesign.com/branding-visuals</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-01-15</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/ace93c21-4247-48f9-b5f3-da715e65f0c7/kerrycover.jpg</image:loc>
      <image:title>branding &amp; visuals</image:title>
      <image:caption>Kerry Co-op Hardback Book</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/f09f601e-30ea-4a96-ac16-176cdd7b1ff8/DepartmentCover.jpg</image:loc>
      <image:title>branding &amp; visuals</image:title>
      <image:caption>DRCDG Social Media Booklet</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/cbf17b2e-99e1-4c92-a65c-3c52a43afc91/hsbccover.jpg</image:loc>
      <image:title>branding &amp; visuals</image:title>
      <image:caption>Personal Brand Identity</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.helensleatordesign.com/ux/ui-sprint-zara-product-discovery-filters</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-03-10</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/927c3a00-687a-4ea3-a1c8-25762066821c/2.png</image:loc>
      <image:title>ux/ui sprint: Zara product discovery (filters)</image:title>
      <image:caption>Zara desktop before active state</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/a605c033-c172-4220-8eb6-0fb7e7d2aee7/3.png</image:loc>
      <image:title>ux/ui sprint: Zara product discovery (filters)</image:title>
      <image:caption>Zara desktop before default state</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/0483f96b-5b6c-4ca6-a48a-489b16a31154/1.png</image:loc>
      <image:title>ux/ui sprint: Zara product discovery (filters)</image:title>
      <image:caption>Zara desktop after</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/c05767de-4d86-4d1e-91a7-6ecf728dcd9f/Your+paragraph+text.png</image:loc>
      <image:title>ux/ui sprint: Zara product discovery (filters)</image:title>
      <image:caption>Zara mobile app - before &amp; after</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.helensleatordesign.com/ux/ui-sprint-intercom-dashboard-prioritisation</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-03-10</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/8fb76fe1-20ef-4fe4-9bd2-a1a0bf49a566/2.png</image:loc>
      <image:title>ux/ui sprint: Intercom dashboard prioritisation</image:title>
      <image:caption>ux/ui sprint: Intercom dashboard before</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/65c98620-6df1-4f35-9314-21520dca4be1/1.png</image:loc>
      <image:title>ux/ui sprint: Intercom dashboard prioritisation</image:title>
      <image:caption>ux/ui sprint: Intercom dashboard before</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.helensleatordesign.com/ux/ui-sprint-revolut-homescreen-clarity</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-03-10</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/3effab0d-722e-461e-af5c-e1f1f98b9f54/desktop+before.png</image:loc>
      <image:title>ux/ui sprint: Revolut homescreen clarity</image:title>
      <image:caption>ux/ui sprint: Revolut homescreen clarity</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.helensleatordesign.com/mbdcasestudy</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-03-23</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1755272404741-PKYEUZIN2HXFAQPXM9UC/imgg-demo-ewtBxNR1.png</image:loc>
      <image:title>MBD - streamlined shopping experience</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1755272404747-HM90FNEXOEZO6ZJFYH8W/imgg-demo-EpGLe4Je.png</image:loc>
      <image:title>MBD - streamlined shopping experience</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1755272404750-Z1FGD349F1ZMY6TO2QAO/imgg-demo-GwBYObuj.png</image:loc>
      <image:title>MBD - streamlined shopping experience</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1755272404754-XJMFOL1F26M2PH5N8JP5/imgg-demo-C59XbaOt.png</image:loc>
      <image:title>MBD - streamlined shopping experience</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/99312402-e3a9-40a4-ad93-26aa66b84a39/mbdhomebefore.png</image:loc>
      <image:title>MBD - streamlined shopping experience</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/aecad70b-b5c1-4949-b566-98621c10158a/mbdhomeafter.png</image:loc>
      <image:title>MBD - streamlined shopping experience</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/6bf7ece6-7616-4e1b-8265-7180812daa3e/mbdroductpagebefroe.png</image:loc>
      <image:title>MBD - streamlined shopping experience</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/64896332b24634099752c82a/73f311c3-7ba3-494b-8ebc-0410b29232ee/mbdproductpageafter.png</image:loc>
      <image:title>MBD - streamlined shopping experience</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.helensleatordesign.com/thelabcasestudy</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-03-23</lastmod>
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