The Social Herd is a creative studio that is focused on capturing the story and writing the tales of people, brands and businesses based in rural and regional Australia.
Located in Central West NSW, the Social Herd is owned and operated by me, Alexandra MacAlpine, a photographer and writer passionate about creating tangible work that reflects your business and core values.
With a love for all things rural and regional Australia, I connect easily with my clients. I listen and observe, and work with you to capture the essence of your brand, service, or product, cutting through the noise and creating content that aligns with your brand.
Who is the Social Herd?
My name is Alexandra MacAlpine, but I’m better known as Xan. I am the founder of The Social Herd, a creative studio that I run from home
Home is a mixed farming enterprise, in Central West NSW. My resume reads a bit like the standard upbringing of a regional kid. Born and raised in Wagga Wagga, I spent time away in the city for education before returning to Wagga then on to the Central West after meeting and marrying a farmer. In 2020, I founded The Social Herd, a dream of mine to develop something of my own. Something that would enable me to base myself at home but be able to work with the businesses that I feel are essential to the unique lifestyle we enjoy in the regions and throughout Australia. What could have been better than to incorporate my passion for photography, film, writing, and my past career in marketing into that vision.
My love for photography started in high school. I went on to study it alongside design at university. Since then, I have built up years of experience in photographing and filming, working with a wide variety of small and large businesses in various fields including agriculture, horticulture, building and infrastructure, corporate, lifestyle and fashion.
The agricultural industry has always held a special spot in my heart – from childhood holidays at my grandmother’s farm, to working our own land with my husband. And I love having the opportunity to work with farming families, stud operators, dairy farmers, crop farmers, horticulturalists, viticulturists, as well as people producing art, fashion, food and so much more from the elements they find in our rural heartlands.
Something you should know about me, I love to bake, and I love to catch up over a cuppa. So, you can be sure our work will begin first with a phone call and a cuppa. Because getting to know each other is how we do things around here and it’s how I can create beautiful work for you.
Gift Card
Ironpot Crossing
Richmond
Trio
Shorelines – Movement 2
Shorelines – Movement 7
Murray’s Creek
Goat Tales
Sale Day
Movement 7
Movement 6
Movement 5
Movement 4
Movement 3
Movement 2
Movement 1
Another Day, Another Muster
Goat Tales
Murray’s Creek
Woven Threads
The Herd
