About Design Aglow Studio
Many businesses reach a point where their brand or website no longer reflects the level at which they’re operating or the direction their business is heading.
What once worked can start to feel unclear, inconsistent, or disconnected from the quality of the services they provide.
Design Aglow Studio is a New Zealand-based brand and web design studio specialising in strategic branding and Squarespace website design primarily for service-based businesses.
We take a strategy-led approach to brand and website design, focusing on clarity, positioning, and conversion, so your website doesn’t just look refined, but actively supports your business growth.
Meet the Founder and Creative Designer
Hi, I’m Kellie Annesley-Smith
I work with businesses that care deeply about the people they serve. Because design has consequences - it influences how your audience feels, what they understand, and whether they trust what they see.
That sense of responsibility shapes how I approach every branding and website project. I take the time to understand not just what a business does, but who it’s for, how it needs to communicate, and the role it plays in people’s lives.
My work is grounded in strategy, clarity, and considered decision-making. I partner best with service-based businesses who value thoughtful design, trust the process, and want their brand and website to work harder - not just look good.
My Philosophy
I have a pragmatic approach to design and business.
Being pragmatic in graphic and web design means prioritising practicality and functionality over purely aesthetic concerns. It involves making design choices based on what works best for the intended purpose rather than just for visual appeal.
I don’t do pretty. I design with strategy and substance, with a flair for timeless style and elegance. I’m in my creative zone if your brand is aiming for more innovative, feminine or has (or needs) personality, and you also serve people and help transform them mentally, physically and commercially.
A Little Background
My business journey began in 2012 and has evolved alongside how digital businesses work.
Over the years, I’ve created courses and workshops, written and sold eBooks, and worked across branding, websites, sales pages, and digital marketing. I’ve also supported businesses through the development of membership platforms, email marketing, and online offers - not just visually, but strategically.
That experience gives me a wider lens. I understand how brands grow, how websites are used in the real world, and how design decisions impact visibility, trust, and conversion over time.
What We Design
Brand and Design
Logo and brand identity
Graphics and visual assets
eBooks, books, proposals, and document layout
Presentations and pitch decks
Stationery and brand collateral (excluding packaging)
Business Templates (Canva and Adobe)
Web and Digital
Squarespace website design and build
Squarespace eCommerce
Sales webpage from concept to design and development
Course and programme materials
Experience That Informs the Work
Membership platform development
Squarespace eCommerce builds
Online marketing strategy
SEO fundamentals
Email marketing and newsletter sales funnels
This experience ensures design decisions are grounded in how your brand will be used, scaled, and marketed, not just how it looks on launch day.
Industries we work with
Business Coaches & Consultants
Photographers
Wellness and wellbeing brands
Lifestyle Brands
Interior Designers
Wedding Event Organisers
Client Reviews
“Kellie designed my eBook and developed a cohesive visual theme for my advertising and website. She also guided me through planning my marketing to understanding how to use Facebook advertising more effectively.
Working with Kellie gave me clarity and confidence. She’s clear, articulate, and brings a practical, strategic approach that made a real difference to my business.”
— Sarah mcmurray, related to money“Kellie led my branding and then developed my entire online course, carrying the brand through every touchpoint with care and consistency. The final result was thoughtful, cohesive, and beautifully executed.
Seeing it all come together was incredibly emotional — I felt confident, supported, and proud of what we’d created.”
— LINDA FULTON, FOOD SAFETY NZ“My brand didn’t reflect who I was or how I wanted my clients to see me. After working with Kellie, my brand feels vibrant, confident, and completely aligned with who I am and how I show up in my business.”
— brigid w, business coachWe’d be a good fit
You’re genuinely passionate about what you do
You value deadlines and respect the process
You trust expertise and are happy to be guided
You want your brand and website to be thoughtfully crafted, not rushed or surface-level
We wouldn’t be a good fit
You want a brand or website that looks like someone else’s
You change direction constantly and prefer to design on the fly
You’re chasing trends rather than clarity and longevity
You’re looking for a Shopify or WordPress website build
Partnering With The Studio - Our Departments
Design Department (Brand and Web Design)
For businesses ready to refine and realign their brand and website with clarity and confidence.
This department is ideal if you’re ready for a bespoke, strategy-led approach to branding and Squarespace website design, guided from concept through to delivery.
Request the Design Media Kit to explore how we lead projects with clarity, strategy, and direction from start to finish.
Direction Department (Strategy, Clarity-first Consults)
For businesses that know something isn’t working, but need clarity before making design decisions.
This department is centred around strategic consultation, offering clear guidance and considered insight before committing to branding or a website refresh.
Request the Direction Media Kit for strategic guidance that will ensure clarity before design decisions are made.
Intelligence Department (Coming 2026)
For businesses that think ahead and plan for long-term brand intelligence and content strategy.
The Intelligence Department is launching in 2026 - designed for brands ready to work smarter, not harder.
Register your interest to be notified when this becomes available.
Our Approach:
Every project at Design Aglow Studio is led with clarity, strategy, and intention. I don’t follow a one-size-fits-all formula; instead, I guide each client through a carefully considered process shaped by their business goals, audience, and stage of growth.
From discovery through to delivery, decisions are made deliberately, not reactively. Clients are supported with clear direction, defined milestones, and space for thoughtful feedback - without overwhelm.
The detailed steps, timelines, and deliverables are outlined within each Media Kit, ensuring you know exactly what to expect before moving forward.
Got a quick question?
Email the studio.