Tell us about your creative work and how you got to where you are now.
I’ve always been drawn to art and design, but took the scenic route getting here. I started in events, moved into a teaching career, and along the way found myself constantly pulled into design projects on the side. I would design for events, marketing materials, yearbooks. Eventually, I realised that design wasn’t just something I enjoyed, it was the work I felt most aligned with. So I went all in. Now I run So Swell Studio, helping brands show up clearly and confidently through strategic, considered design.
How would you describe your design style?
Refined, strategic, and timeless. I favour thoughtful design over trends, with a focus on clean layouts, cohesive typography, and colour palettes that reflect a brand’s personality and purpose. It’s about making something look beautiful, but also ensuring it functions well and connects meaningfully.
Describe your ideal client, project or collaboration.
I love working with business owners who are clear on their purpose but need the right visual system to support it. Ideal projects are collaborative, grounded in strategy, and involve building or refreshing a brand across multiple touch-points. When a client is willing to trust the process, the work always turns out stronger.
Share a project you’re especially proud of and why.
I find that i’m often most proud of my most recent work. I recently worked with an amazing beach gear brand in Brisbane called Xanto. They had a clear purpose and aim for their brands personality and it was a joy working with their team. From our initial brand workshop we were on the same page for their creative direction and they loved the concept right away. We then went into building a Shopify website for them and it was just an easy and truely creative partnership. They are now launching their brand and feel so happy with the final product.
What’s one lesson you’ve learned in your creative journey that others might need to hear?
You’re not designing for yourself, you’re designing for your audience. It’s easy to get attached to personal preferences, but strong brands are built on strategy. Every colour, font, and layout choice should serve a purpose.
Who is a designer you admire?
Jen Wagner. Her work in typography is polished, practical, and smart, and she’s built a brand that blends creativity with real-world usability. I admire how she shares her process and makes good design feel accessible without compromising on quality.
How do you stay inspired?
I’m always observing. I take photos of everything. Signage, textures, colour combos, packaging I like. My camera roll is borderline chaotic, but it’s full of inspiration. I also make get offline where I can, because stepping away from the screen often gives me better perspective when I come back to it.
Where can people connect with you or see more of your work?
My website is soswellstudio.com.au and you’ll find regular updates and behind-the-scenes work on Instagram @soswell_studio.
