When we say 'we,' we mean me — Kylie — and the odd skilled contractor I bring in to support a project, from social media managers and SEO specialists to printers and copywriters. But at heart, Sway is a human-first studio: small, agile, and personal. You'll always be dealing directly with me, not passed between account managers or a rotating team.

How long does a rebrand or brand identity project take?

The Clarity Project and Brand Identity each typically take around 3 weeks, and website design usually runs 3–4 weeks, depending on scope and how quickly feedback rounds move.

Do I need The Clarity Project before Brand Identity?

Not always. If your positioning and message are already solid, you can start straight at Brand Identity. But if something feels a bit 'off,' or you've grown and outgrown your original story, The Clarity Project builds the foundation everything else sits on — and clients who complete it receive a discount on Brand Identity.

Do you work with brands you didn't create the branding for?

Yes. We work with established brands across websites, packaging, and other design pieces even when we weren't the ones who built the original branding. That said, if we sense the underlying brand foundations aren't quite solid — the strategy, positioning or identity itself needs some work — we'll always be upfront about that, and may suggest starting with The Clarity Project or Brand Identity first. Good design needs a strong foundation to build on, and we'd rather set your project up to succeed than paper over the cracks.

How does ongoing creative support work?

Once your brand or website is live, we don't disappear. Ongoing support is available a few ways: quick projects or design reviews are charged hourly, monthly retainers give you priority service with a set number of hours locked in each month, and larger project-based work is quoted individually based on size and scope. It's there for whenever you need a product refresh, a campaign, a new platform, or just to keep things looking fresh.

Do you work with businesses outside New Zealand?

Yes — Sway Studio is based in New Zealand, but we co-create with clients worldwide. All collaboration happens remotely via calls, email and shared project tools.

What industries do you typically work with?

Most of our clients are in wellness, lifestyle, and creative industries — but what matters more than industry is founders who lead with meaning and are ready to invest in getting their brand right.

How many brand concepts will I see?

Generally 2–3 concepts for you to consider, so you have real options rather than a single take.

To a degree — but for full websites and other larger jobs, we bring in a trusted copywriter to make sure the words are as considered as the design.

Do you offer printing services?

Not directly, but we can recommend trusted suppliers for print, signage and packaging, and liaise with them on your behalf if preferred. This incurs an extra fee and is only available for NZ-based clients.

What are your investment options?

We work with a mix of set packages and custom proposals — because what you actually need can look a little different project to project. Rather than a fixed price list, we'll build a proposal around your specific goals, so you're only investing in what will genuinely move the needle for your brand. For brand and web projects, we require 50% of the quoted cost to start, with the remainder due on completion. If a different payment rhythm works better for you — fortnightly, or the same date each month — we're happy to set that up too.

Where do you stand on AI in your design process?

Design should feel human — that's the whole ethos behind Sway. I do use AI as a tool, particularly to aid market research and help organise ideas and messaging early on. But every brand, illustration, and identity that comes out of Sway is human-made: shaped by real conversations, real curiosity, and years of creative intuition. Anything AI touches gets humanised — refined, reworked, and made unmistakably mine before it ever reaches you. In a world increasingly flooded with AI-generated sameness, that distinction matters.

Custom Branding, Web Design, Illustration & Graphic Design

Be a voice, not an echo.

sway (verb)

To influence or guide subtly yet powerfully.
To move gently or rhythmically in harmony with nature.

Sway minds. Win hearts.

Welcome to Sway — a boutique design studio for founders who lead with meaning.

We’ll listen to your dreams, conduct deep exploration and guide you through every step of your journey. You’ll end up with a strategic, soulful brand that feels aligned – empowering you to show up and attract your dream audience.

WAYS WE CAN WORK TOGETHER

Every project at Sway follows a natural path — from clarity, to identity, to the world, to what comes next. Whether you start at the beginning or join the journey already in progress, we'll meet you where you are.

Where it all begins.
For founders who need the foundation built properly first.
Understanding who you are, who you're for, and what makes you genuinely different.
The Clarity Project is a full brand immersion. We go deep into your purpose, values, audience, positioning, and voice – and deliver it all in a comprehensive 25+ page Brand Clarity Handbook you'll refer back to for years.
This is the foundation everything else is built on.
What's included:
- Brand discovery call
- Purpose, mission and vision
- Brand values
- Dream audience profiles
- Competitor and market analysis
- Positioning
- Brand archetypes
- Messaging pillars
- Tone of voice guide
- 25+ page Brand Strategy Handbook
Right for you if you're building a brand that needs strategy and depth, rebranding after a period of growth, or you've always felt like something underneath just isn't quite right. This is where we fix that.
The Clarity Project can be completed as a standalone engagement or as the foundation to Brand Identity.
Bring it to life.
Where strategy becomes something you can see, feel and share with the world.
Every brand identity we create begins with strategic thinking – we take time to understand your business, your people, and what you stand for.
The result is a complete visual identity that feels unmistakably you – unique, cohesive, and built to connect with the people who matter most to your business.
What's included:
- Brand discovery and light strategic thinking
- Logo suite (primary, secondary, brandmark, submarks & motifs)
- Colour palette
- Typography system
- Brand illustration, patterns or textures
- Photography and creative direction guidance
- Brand guidelines document
Right for you if your business is focused, your offering is clear, and you're ready to show up with confidence. You know who you are – you just need it to look the part.
Clients who have completed The Clarity Project receive a discount on Brand Identity — because the groundwork is already done.
Take your brand into the world.
A brand lives everywhere your audience encounters you. Once your identity is established, we can extend it across every touchpoint that matters.
Website Design
A beautifully designed digital home that connects and converts. Built in Squarespace or Shopify, your website will feel like a true extension of your brand – thoughtful, visually compelling and easy to use.
Other Brand Applications
- Packaging design and label artwork
- Social media strategy, templates and content design
- Brand collateral — lookbooks, menus, signage, advertising assets and more
- Custom illustration
All applications are quoted separately based on scope. Existing Sway clients receive priority booking.
We're not going anywhere.
Your brand isn't a one-time project. Running a business means there's always creative work to be done – and having someone who already knows your brand inside out is worth its weight in gold.
For founders who want ongoing creative partnership, we offer monthly retainer packages and project-based support to keep your brand consistent, current, and always working hard for you.
This is for you if you're established in the market and looking for a trusted creative partner to call on – whether that's a product refresh, a campaign, a new platform, or simply keeping your website looking fresh.
Ongoing support is available to existing Sway clients and select new clients.

ENQUIRE →

We’re destined to work together if:

You’re deeply passionate about what you do.

/ 01

You’re looking for an expert who you trust to guide you.

/ 02

You resonate with our values and style of work.

/ 03

You’re 100% ready to level up and invest in your brand.

/ 04

“We” means me – Kylie – and the odd skilled contractor I bring in to support a project, from social media managers and SEO specialists to printers and copywriters. But at heart, Sway is a human-first studio: small, agile, and personal. You'll always be dealing directly with me, not passed between account managers or a rotating team.For brand and web projects, we ask for 30-50% of the quoted cost to start, with the remainder due on completion. If a different payment rhythm works better for you, ie. fortnightly, or the same date each month – we're happy to set that up too.
Yes. We work with established brands across websites, packaging, and other design pieces even when we weren't the ones who built the original branding. That said, if we sense the underlying brand foundations aren't solid – and the strategy, positioning or identity itself needs some work – we'll always be upfront about that, and may suggest starting with The Clarity Project or Brand Identity first. Good design needs a strong foundation to build on, and we'd rather set your project up to succeed than paper over the cracks.
Not always. If your positioning and message are already solid, you can start straight at Brand Identity. But if something feels a bit "off," or you've grown and outgrown your original story, The Clarity Project builds the foundation everything else sits on. Clients who complete it will receive a discount on Brand Identity.
The Clarity Project and Brand Identity each typically take 3 weeks, and website design usually runs 3–4 weeks, depending on scope and how quickly feedback rounds move.
We start with a creative direction presentation, to get the look and feel nailed down. Then using that approved direction, we’ll present two concepts for you to consider, so you have real options rather than a single take.

Frequently Asked Questions

Once your brand or website is live, we don't disappear. Ongoing support is available a few ways:
• Smaller projects run on an hourly rate of $130 p/h
• Larger project-based work is quoted individually based on size and scope
• If we’re working together on a weekly basis, we run on monthly retainers. These give you priority service with a set number of hours or deliverables locked in each month
Yes – Sway Studio is based in New Zealand, but we often co-create with clients worldwide. All collaboration happens remotely via calls, email and shared project tools.
Most of our clients are in wellness, lifestyle, and creative industries – but what matters more than industry is founders who lead with meaning and are ready to invest in getting their brand right. If you think we are well aligned, we’d love to hear from you, no matter what industry you’re in.
Design should feel meaningful and human, that's the whole ethos behind Sway. I do use AI as a tool, particularly to aid market research and help organise ideas and messaging early on. But every brand, illustration, and identity that comes out of Sway is human-made: shaped by real conversations, curiosity, and many years of creative intuition. Any wording that AI touches gets humanised – refined and reworked – before it’s released. In a world flooded with AI-generated sameness, this approach is key.
We work with a mix of set packages and custom proposals, because what you actually need can look a little different project to project. Rather than a fixed price list, we'll build a proposal around your specific goals, so you're only investing in what will genuinely move the needle for your brand.

Be a voice, not an echo.

sway (verb)

Sway minds. Win hearts.

01 — The Clarity Project

02 – Brand Identity

03 — Website & Brand Applications

04 – Creative Support

Frequently Asked Questions

Own your magic. Attract your people.

Own your magic.
Attract your people.