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
My approach is grounded in commercial pragmatism. This means every design choice, no longer just an aesthetic one, is interrogated for its ability to function as a business tool, drive conversion, and support your long-term growth.
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) a 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 (The Deliverables)
Strategic Website Design & Optimisation
Your digital storefront. We focus on strategic web design that aligns your online presence with your current level of expertise. Whether building from scratch or refining an existing site, we identify where you might be losing authority and optimise the experience to meet your business objectives.
Digital Identity & Brand Architecture
We build cohesive visual languages designed specifically for the digital landscape. From logo systems to signature visual assets, we ensure your brand looks premium across every platform and screen size.
High-Impact Digital Editorials
Design that commands attention in a scroll-heavy world. We specialise in the layout of authority-building eBooks, digital books, and interactive proposals. These are more than just documents; they are strategic tools designed to position you as a leader and close high-level deals.
Internal Digital Frameworks
We provide the custom templates and design systems your team needs to stay consistent. By building intuitive digital frameworks, we give you the freedom to create content and documents without compromising your brand’s visual integrity.
Experience That Informs The Work
My design decisions are informed by a deep understanding of the digital infrastructure required to run a high-level, expertise-based business.
Platform Ecosystems: Experience in membership and eCommerce architecture ensures your site is built for retention and growth.
Research & Marketing Strategy: I design with visibility in mind, ensuring your brand is found by the right people and speaks their language once they arrive.
Relationship Architecture: From email marketing to sales funnels, I understand the flow required to turn a visitor into a long-term advocate.
Through The Founder’s Lens:
Having built and scaled my own digital products and platforms since 2012, I bring a unique perspective to your project. I don’t just design your pages; I understand the architecture of sales funnels, membership retention, and digital scaling because I’ve lived it. This ensures every design choice is built to be used, scaled, and marketed, not just admired on launch day.
Industries we work with
Business Coaches & Consultants
Photographers
Wellness and wellbeing brands
Lifestyle Brands
Interior Designers
Wedding Event Organisers
Service-Based Small to Medium-Sized Businesses
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 with the design of my brand identity 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.”
— LYNDA 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 miss deadlines or find it hard to stick to the agreed timeline
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 realign their brand and website with intention and discernment.
This department is ideal if you’re seeking a considered, high-touch approach to branding and Squarespace website design, where positioning, judgement, and craft guide the work 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.
Brand Intelligence Department (Coming 2026)
The Brand Intelligence Department supports established businesses that want greater clarity, consistency, and confidence in how their brand shows up, especially as AI becomes part of everyday workflows.
Rather than focusing on content output, this department centres on defining the underlying intelligence that guides brand decisions, tone, and direction.
The result is a more intentional, resilient brand system that reduces friction and protects brand integrity as the business grows.
Launching in 2026. Limited and invite-only.
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.