Sway Studio

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Sway Studio

✤ For founders who lead with meaning.
✺ Brand, web & everything in between.
➳ Human-made, strategy-led.
⚲ NZ & beyond.
(1)

Creative freelance designer specialising in branding, print & pattern design.

04/09/2026

Throwback to a rebrand I did last year for Koa Botanics. This photo makes me feel all gooey inside, and really does prove how powerful good brand photography is.

We started with strategy - building a distinctive, rich and layered personality for Koa. From there, brand identity, packaging, and photography direction.

This is a Magnesium skincare range, and Magnesium is derived from the ocean, so we knew the photoshoot had to be at the beach. Michelle worked with her own photographer Tahlia, a wedding photographer by trade, we gave her the direction and she absolutely nailed it.

She got sooo many beautiful shots, but this one is by far my favourite. The energy, symmetry, depth of field… it stopped me in my tracks. Something you’ll never see in an AI photograph that’s for bloody sure.

capturedbythalia
Koa Botanics

27/08/2026

The four C’s: Clarity → Confidence → Consistency → Connection.

Many new brands go straight to the logo. At Sway, we always start with clarity, because without it, you’ll struggle with the rest 🤷‍♀️

When you’re able to embody your brand with clarity and confidence, you’ll find it so much easier to create with consistency. And a consistent brand, is a brand people remember. So if you get those three right what naturally follows? CONNECTION.

And when I say confidence, I don’t mean extroverted ‘look at me’, but the deep inward confidence when you know you’re fully aligned and on the right track.

The Four C’s aren’t a formula, they’re a journey. And every brand we build starts at the beginning with Clarity 🖤

Sway minds - win hearts x

20/08/2026

I get it… following trends is an easy out. You don’t have to think as hard. You just copy what’s cool and cross your fingers it lands. But COOL isn’t the same as RIGHT when it comes to your brand. And chasing trends is the fastest way to end up looking like everyone else – which is NOT what you want.

The best brands are trend-aware without being trend-dependent – and timeless doesn’t have to mean ‘playing it safe’. Your brand can absolutely be modern, relevant and exciting without becoming a victim to whatever’s having a moment at that time.

I even try to stay away from trending audio on here for the same reason. I’d rather be perceived accurately than algorithmically. The right person will find me because I chose music I actually love – not something that was performing well that week. It’s all about alignment.

So ditch the trend-chasing. Build something that feels like YOU. That’s what we do at Sway – strategic brand identities built on who you actually are, not just what’s 🔥 at that minute.

Ky x

14/08/2026

You’ve been in business long enough to know you’re good at what you do, and your customers know it too.

But somewhere between the admin, ‘showing up’ on socials, and trying to look as polished and invested as you can – your vision has become diluted… and a bit confusing. Your branding doesn’t reflect the standard of what you’re actually offering. It feels like a badly remixed song… a bit inconsistent… basically you’ve been winging it and hoping nobody notices 🫣

You’re not cutting corners. You’re just trying to focus on the parts of the business you’re good at, and the branding and design work feels like someone else’s job.

You may have never worked with a designer before and aren’t quite sure what branding actually entails. Or you might know exactly what you need – you just haven’t found someone who gets it yet. Either way, you’re ready. Ready to stop second guessing how you show up. Ready to have a brand that’s 100% aligned to your values, 100% different from your competitors, and 100% something you feel genuinely proud to share with the world.

That’s exactly who I work with. And exactly what we build together.

If this sounds like you… come find me 🤍

07/08/2026

I realised recently that I’m not sharing as much art to this account as I used to. And as AI floods the landscape with soulless s***, I’m feeling the urge again.

Illustration has always been something I’ve loved to do in my spare time but it’s also a large part of my brand process. When I work with a founder who wants to include lots of it, I do a little happy dance🕺

Every brand needs illustrative elements – whether that’s a beautiful hero illustration, a texture set, a suite of icons, or all three… (I can’t help myself).

If you’re a founder who values craft and artistry, please collaborate with a designer who values the same.

One of our core values at Sway is Curious Wonder, ie. see the world with an inquisitive eye and find magic in the ordinary. So here we have a Pīwakawaka and Tūī having a chat, because I’m also low-key obsessed with birds. Maybe I’ll try to broaden my horizons 👀

Kylie x

31/07/2026

DUNE.

Three absolutely gorgeous high-spec townhouses in a sought after pocket of Auckland. Filled with golden light, epic ocean views, and a 2 minute walk to Takapuna beach.

When Teri and Charlie at The Urban Refinery came to me for DUNE, their most high-spec development yet, the vibe was warm, coastal and considered. We needed to appeal to the right buyers, and create a brand identity that moulded seamlessly into the build itself. The typography, colours, textures… all needed to feel like they belonged.

We worked across the brand identity, the build-up on socials, hoarding, an information memorandum – every touchpoint following the same vein.

DUNE is now on the market, and it’s something really special. Well done to Charlie and Teri at The Urban Refinery 👏

Kylie x

23/07/2026

Most founders don’t arrive with a perfectly formed vision, but they DO know:
➳ WHY they do what they do
➳ WHAT they stand for
➳ WHO they want to attract
➳ HOW they want to be perceived

That’s enough. Actually… that’s everything we need.

At Sway, our job is to ask the right questions, listen to what’s said (and what isn’t), read between the lines, and find the brand that deep down, was always there, building it into something the world can see and feel.

The brief is just the beginning – the real work is in the excavation.

So if you’ve been on the fence about investing in your brand, wondering if you’re clear enough, ready enough, or sure enough – you are.

You’ve got the ingredients.
Leave the rest to us 🪄

21/05/2026

I know it’s not just me who is feeling this, am I right?

Creativity used to be about paying attention – to details and moments and ideas. Now it’s mostly about getting attention. Going viral. Proving how relevant you/your brand is. Quickly following whatever’s trending before it’s not cool anymore.

And as we shift, creative sophistication is slowly dying. I see it everywhere – hours spent on content that the algorithm ‘favours’ instead of celebrating what makes a brand genuinely different and special. There’s this desperate need for instant validation that’s replacing the deep work of actually making something worth looking at that gives people a little window into your soul.

What I do know: people ARE seeing your posts… they’re just not engaging as much. Which means what you put out there still matters – more than the likes and comments suggest.

The world doesn’t need more content… it needs more you. That’s what Sway is about. And I shall keep creating… even when nobody’s watching.

Kylie x

14/05/2026

I know I keep talking about depth, but some brands really do demand it.

Rich colour, handcrafted logos, texture and imperfections - human-made and oh so REAL. This is one of those brands, and I’ve loved every moment of bringing it to life.

More to come x

08/05/2026

Did I mention the founder of is also my best friend? This meant we could be completely honest and open with each other from day one – zero filters… just two perfectionists perfecting something special 🤍

It was such an enjoyable collaboration and journey. We mixed business with pleasure (why not?), went deeeeep into strategy, and took our time giving Saltwater the identity it had always deserved.

This is the kind of work that happens in the Strategy Deep Dive – my most immersive package. This is honestly my favourite kind of project, because I can really spend the time figuring out exactly what your brand stands for and what makes you different – so we can sing about it from the rooftops!

And although I can’t do road trips and long lunches with all my clients – you can be sure I’ll still go just as deep. Asking the right questions, carving out a unique place for you in the market, so you end up with a brand you feel wildly aligned to and confident sharing with the world.

Kylie x

Address

Browns Bay
0630

Website

http://www.swaystudio.co.nz/

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