Behind the Scenes with a Designer
How a Brisbane Graphic Designer Uses Strategy and Storytelling to Build Impactful Brands
Graphic design isn’t just about making things look good. It’s about solving problems, telling stories, and helping brands step confidently into the spotlight.
While Brisbane is home, my work extends far beyond the city, partnering with brands across Australia to create visual identities that are as strategic as they are stunning.
Strategy + Creative Direction = Impactful Design
When it comes to design, I always start with a strong foundation. Strategy and creative direction are the secret ingredients that turn visuals into something meaningful. A brand’s design isn’t just decoration, it’s a tool to connect, engage, and communicate clearly.
At So Swell Studio, I work with businesses to uncover what they truly need, not just what they think they need. Whether it's elevating a brand to feel more polished or creating a visual campaign that communicates your ethos, it always begins with clarity. Strategy ensures your branding doesn’t just look great — it works.
The Brand Design Process (Step by Step)
Designing for a brand is a lot like solving a puzzle. Here’s how the process unfolds:
1. Discover the Story
Every brand has a story worth telling. My first step is to get to the heart of yours. Through collaborative workshops, moodboarding, and the right mix of strategic and curious questions, I uncover what makes your brand unique and how to express that visually.
2. Creative Direction + Collaboration
Creative direction is where the strategy becomes visual. It’s not just about making things pretty — it’s about aligning your visuals with your business goals. From typography and colour to user experience and digital presence, every decision is intentional. And it’s collaborative, your input matters.
3. Design and Deliver
With a clear strategy in place, it’s time to create. Whether it’s a new brand identity, Squarespace website design, or a set of marketing materials, the goal is to deliver design that’s both authentic and unforgettable.
→ See how our brand identity packages work
Working in Brisbane and Beyond
As a Canadian transplant and proud Brisbane local, I’ve worked with clients across industries and locations, from wellness to fashion to small creative businesses.
Whether you’re based in Brisbane, Melbourne, Sydney or somewhere in between, the approach stays the same: understand your business, your audience, and your goals, then create visuals that connect and convert.
→ Explore our custom Squarespace and Shopify website services
Why Strategy and Storytelling Matter in Design
It’s not enough to just look nice. If your brand visuals don’t resonate or reflect your values, you’re leaving opportunities on the table. Great design builds trust, tells a story, and helps people feel something.
Without strategy, design becomes decoration. But when story and creative direction come together, your brand becomes magnetic.
→ Not sure if your current branding is still doing you proud? Book a discovery call and let’s talk about how to bring clarity, consistency, and confidence back into your brand visuals.
Let’s Create Something Extraordinary
Whether you’re in Brisbane, Sydney, Melbourne, or beyond, I’d love to help you tell your story through thoughtful, strategic design. Let’s work together to make your brand unforgettable. Discover how So Swell Studio, a Brisbane graphic designer, can help your business stand out.
About So Swell Studio
So Swell Studio is a Brisbane graphic design and branding studio creating strategic, visually aligned brands and websites for service-based businesses. We specialise in brand identity, Squarespace and Shopify website design, and thoughtful visual collateral that helps your business show up with confidence and consistency.
