Hi, I’m Kelly - a freelance designer helping businesses stand out as the obvious choice in their market through strategic design that is creative, cohesive and designed so the right clients say yes. Based in Kihikhi, Te Awamutu I’ve been working with businesses across New Zealand for 14 years now. Prior to that, I worked as a graphic designer in the fashion retail and print classified magazine industry. My approach to design and working together is straightforward: clear communication, no jargon, no stress. Just practical thinking meets creative flair, with updates you’ll actually appreciate.…

Kelly Boxell

Hi, I’m Kelly - a freelance designer helping businesses stand out as the obvious choice in their market through strategic design that is creative, cohesive and designed so the right clients say yes. Based in Kihikhi, Te Awamutu I’ve been working with businesses across New Zealand for 14 years now. Prior to that, I worked as a graphic designer in the fashion retail and print classified magazine industry. My approach to design and working together is straightforward: clear communication, no jargon, no stress. Just practical thinking meets creative flair, with updates you’ll actually appreciate.…

Available to hire

Hi, I’m Kelly - a freelance designer helping businesses stand out as the obvious choice in their market through strategic design that is creative, cohesive and designed so the right clients say yes.

Based in Kihikhi, Te Awamutu I’ve been working with businesses across New Zealand for 14 years now. Prior to that, I worked as a graphic designer in the fashion retail and print classified magazine industry.

My approach to design and working together is straightforward: clear communication, no jargon, no stress. Just practical thinking meets creative flair, with updates you’ll actually appreciate.

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Work Experience

Designer & Owner at Creative Box
May 1, 2012 - Present
I help ambitious, growing New Zealand businesses stand out as the easy, obvious choice through strategic branding and websites. Whether you’re a tradie or a wellness consultant, I create clear, results-driven design that makes it simple for the right clients to say yes. Specialising in: Brand strategy and positioning for service-based businesses Visual identity systems (logo, colors, typography, brand guidelines) Custom website design for professional services Strategic brand audits Industries served: Professional services, wellness & beauty, creative services, consulting, B2B service providers After two decades in the industry, I've learned that successful branding isn't about following trends or making things pretty, it's about strategic clarity. I work with businesses who understand the difference and are ready to invest in positioning that drives real business results.
Graphic Designer at Caroline Eve
March 1, 2007 - May 1, 2013
This was an in-house graphic designer role for a New Zealand women's fashion retailer based in the Waikato. My role included design for the following: Printed marketing & promotional material Digital marketing & promotional material Magazine advertising Website updates Email marketing Printed assets for conferences General brand identity touch points ie. signage, vehicles, stationery Merchandise and fashion assets
Graphic Designer at Loot Magazine & Waikato Auto Trader
March 1, 2003 - March 1, 2007
In-house graphic designer responsible for creating the printed advertisements for the Loot Magazine and Waikato Auto Trader on a weekly basis. Specialising in: Magazine layouts Advertisement design Clear-cutting Tight weekly deadlines to meet printer timeframes Industries served: Car sale yards, trade services

Education

Certificate in Graphic Design at Bay Of Plenty Polytechnic
January 1, 2002 - December 31, 2002
Bachelor Of Arts at University Of Waikato
January 1, 1997 - December 31, 1999

Qualifications

Add your qualifications or awards here.

Industry Experience

Healthcare, Professional Services, Non-Profit Organization, Real Estate & Construction, Retail
    uniE621 Brand design for Claire at Naked Aesthetics, Auckland
    The Client Get ready for a brand reveal that is chef's kiss from start to finish. Claire is the cosmetic nurse behind Naked Aesthetics — enhancing natural beauty through cosmetic treatments that empower clients to feel genuinely confident in their own skin. Her approach is skilled, considered, and deeply personal. The Challenge The aesthetics industry has a look — and it's usually very feminine, very soft, very same-same. Claire wanted something different. Something that felt modern and clinical without being cold, playful without being frivolous, and inclusive without losing its edge. She needed a brand that: Balanced a fun, approachable personality with genuine clinical credibility Felt clean, crisp, and current — no clutter, no fuss Spoke to everyone — not just women — with a look that felt gender-neutral and genuinely inclusive Stood out in a crowded aesthetics market without trying too hard The Approach We started with the tension at the heart of Claire's brand — fun and clinical, warm and precise — and leaned into it rather than resolving it. Together we worked through: Who Claire's ideal clients are — people who want to enhance what they already have, not change who they are; clients who value expertise, trust, and feeling genuinely seen What makes her different — her empowering, confidence-first approach, and the care she brings to making every client feel comfortable and considered What the brand needed to communicate — a sense of ease and playfulness that sits confidently alongside real clinical skill Then we built the visual identity around that foundation: Typography with personality — playful enough to feel approachable, structured enough to feel credible; the two working together rather than against each other A fun, layered three-colour pattern that adds depth and character without compromising the clean aesthetic Clean lines and modern colours — crisp and unfussy, with no unnecessary noise A strong forest green as the hero colour — grounding the brand in something gender-neutral and quietly confident, making Naked Aesthetics feel welcoming to everyone who walks through the door The Solution The result is a brand that holds two things at once — and makes it look completely effortless. Clinical and playful. Clean and characterful. Inclusive and distinctive. Every design decision was made with purpose, and it shows. A visual identity that stands out in the aesthetics space without following the crowd A colour world anchored in forest green that feels modern, inclusive, and genuinely fresh Brand elements that work hard across signage, digital, and every client touchpoint A cohesive system that gives Claire the confidence to show up consistently, everywhere A brand that attracts the right clients, communicates expertise instantly, and makes everyone feel welcome from the very first impression. See the full rebrand reveal here: https://www.twine.net/signin…
    uniE621 Full rebrand for Waikato birth & family photographer, Leah Hoskin
    The Client Leah specialises in maternity, birth, and family photography — and she has a rare, beautiful gift for capturing real emotion. The raw, unguarded, completely genuine moments that people want to hold onto forever. Her work is deeply personal. Her brand needed to be too. The Challenge Leah's existing brand had done its job — but it had simply grown past it. She was evolving as a photographer and as a business owner, and she needed a visual identity that reflected where she was now, not where she'd started. She needed a brand that: Felt as warm, natural, and emotionally resonant as the photographs she takes Reflected her personal aesthetic — earthy, modern, and quietly beautiful Gave her a complete, versatile toolkit she could use consistently across digital and print Felt unmistakably, personally Leah The Approach We started — as I love to do — with inspiration before decisions. Leah built a Pinterest board, which immediately told me everything I needed to know: a love of warm brown and green palettes, modern fonts with a twist, and florals — particularly cherry blossoms. (And if you know Leah, you'll know the cherry blossom tattoo on her arm. Of course that had to make it into the brand.) From there we moved through a proper discovery process: A discovery session to understand Leah's business, her clients, and where she wanted to go A mood board to set the tone and direction before a single logo was sketched — getting us both aligned on the look and feel before the design work began Sketching and hand-drawn exploration — including original cherry blossom drawings that would become the heart of Leah's new brand icon A fully developed concept presented with all logo variations, icons, and mockups so Leah could see exactly how everything would come to life in the real world Then we refined, proofed, and polished until every element was exactly right. The final brand identity includes: A primary logo — the hero mark that will feature across most of Leah's touchpoints A stacked logo variation — condensed and versatile, perfect for social media profiles and tighter spaces A brand mark — a clean, simple initial logo that works beautifully as a watermark on Leah's photos Cherry blossom icons in varying colours — for adding warmth and personality across both digital and print spaces A rich, earthy colour palette of browns and greens that feels completely cohesive with Leah's photographic style A full visual brand guide covering colours, fonts, and logo usage — so Leah always knows exactly how to show up consistently The Solution & Result The result is a brand identity that feels as considered and emotionally rich as Leah's photography itself. A complete, versatile logo system built for real-world use A warm, earthy colour world that feels cohesive across every platform A brand guide that makes consistency effortless going forward See the full brand reveal here: https://www.twine.net/signin…
    uniE621 Creative rebrand for Waikato cake & cookie maker, Ali
    The Client I'm ridiculously excited to share this one — the rebrand for All Iced Up, and honestly, it was every bit as delightful as the name suggests. Ali is the creative behind All Iced Up — bringing custom cakes and luxe vanilla cookies to life with a big dose of personality, genuine craft, and a fabulously bold eye for colour. Her work is the kind that makes people stop mid-scroll and immediately start planning an excuse to order something. But her brand? It wasn't keeping up. The Challenge Ali had a cute DIY logo that had gotten her started — but as her business grew, the cracks were starting to show. She needed a brand that: Reflected the quality, creativity, and colour-confidence she brings to every single bake Solved the inconsistency problem — no more wrestling with mismatched fonts and colours across every new design Gave her a cohesive brand system she could actually use — without overthinking every decision Positioned her as the go-to for custom celebration cakes and cookies in her market The Approach We started with research and strategy — because a pretty logo without a solid foundation is just decoration. Together we worked through: Who Ali's ideal clients are — people who want something special, not just a cake; customers who appreciate craft, colour, and the kind of detail that makes a celebration genuinely memorable What makes her different — the joy she brings to the work, her fearless use of colour, and the custom creativity she puts into every order What the brand needed to communicate — warmth, quality, and a sense of fun that still feels elevated and intentional Then we built the visual identity around that foundation: A colour palette that captures Ali's bold, joyful personality while feeling cohesive and considered Typography that balances playfulness with polish A complete brand system — fonts, colours, and design elements all mapped out so every future decision is easy, not exhausting The Solution The result is a brand that finally matches the standard of Ali's work. Everything has a purpose. Everything works together. And most importantly — everything is easier. Ali can focus on creating extraordinary cakes instead of second-guessing every design decision she makes along the way. A visual identity that radiates creativity, quality, and colour A consistent brand system ready to use across packaging, socials, and beyond Design assets that grow with the business — not against it The Results All Iced Up now has a brand as beautiful and considered as the products Ali creates. And honestly? I think it's pretty cute! See the full brand reveal here: https://www.twine.net/signin…
    uniE621 Full brand design for Waikato based herbal medicine and naturopath, Sage Intuition
    The Client Natasha is the warm, grounded soul behind Sage Intuition — a natural health practitioner supporting women in their physical wellbeing through a beautifully complementary mix of naturopathy, nutrition, reiki healing, and herbal medicine. The kind of practitioner who makes you feel completely at ease the moment you meet her. Her work is thoughtful, holistic, and deeply personal. Her brand, though, wasn't telling that story — yet. The Challenge Natasha had been in business for a couple of years, but her existing logo had started to feel like it didn't quite fit. It wasn't reflecting who she was, what she stood for, or — crucially — where she was heading. Because Natasha isn't just building a practice. She has big future goals. And her brand needed to be ready for all of it. She needed a brand that: Felt as warm, natural, and trustworthy as the experience of working with her Reflected her holistic, nature-led approach to women's health Worked hard across every touchpoint — signage, business cards, website, labels, and beyond Could grow with her — built not just for now, but for everything that's coming next. The Approach We started by getting clear on the full picture — not just what the brand needed to look like today, but what it needed to carry into Natasha's future. Together we worked through: Who Natasha's ideal clients are — women seeking a natural, supportive approach to their health; people who want to feel genuinely cared for, not just treated What makes her different — the rare combination of modalities she brings together, and the warmth and trust she creates from the very first conversation What the brand needed to communicate — that when someone encounters Sage Intuition for the first time, they immediately know they're in the right place Then we built the visual identity to carry all of that: Custom illustrations to elevate the brand and give it a distinctive, considered feel that sets it apart A warm, autumn-inspired colour palette — energising and grounding in equal measure, just like Natasha herself A suite of logo variations designed to work beautifully across signage, business cards, her upcoming website, and everything in between A cohesive brand framework rooted in Natasha's natural philosophy — so every element feels intentional and aligned. The Solution The result is a brand that feels completely, unmistakably Natasha. From there, we were able to bring the full brand experience to life — designing her new website, herbal medicine labels, and brochures so that every digital and print touchpoint tells the same story. Consistent, considered, and cohesive from start to finish. A visual identity that radiates warmth, nature, and genuine care Illustrations that elevate and differentiate across every application Sage Intuition now has a brand that feels as beautiful and intentional as the care Natasha provides. See the full brand reveal here: https://www.twine.net/signin…
    uniE621 Brand & Website for Napier's new cafe Roam Marine Parade
    The Client Some clients you just know are going to keep doing exciting things — and Brad from ROAM is absolutely one of them. I first met Brad a couple of years ago when he launched ROAM, offering grazing box and private chef experiences. His original brief was epically fun — hand-drawn fonts, a fish, a piece of cheese, a carrot. The kind of brief that makes a designer very happy indeed. Then late last year, Brad called with news that surprised absolutely no one who's ever tasted his food: he was expanding. A café was opening. And it was going to be gorgeous. The Challenge This wasn't a start-from-scratch rebrand — it was something more nuanced than that. ROAM had an existing identity with real personality and brand equity worth keeping. The challenge was evolving it to carry a growing business without losing the charm that made it feel like ROAM in the first place. The new brand needed to: Honour the original identity while expanding it to fit a café, an online shop, and a growing suite of services Reflect the heritage of the location — one of Napier's iconic six sister buildings along Marine Parade Retain the warmth, fun, and foodie personality that had already built Brad a loyal following Work hard across a full range of touchpoints — digital, print, in-café, and everything in between The Approach We started with what already worked — and built thoughtfully from there. Together we worked through: Who ROAM's clients are — food lovers who appreciate quality, creativity, and an experience that feels special whether they're ordering a grazing box, booking a private chef, or pulling up a chair in the café What makes ROAM different — Brad's genuine passion, his incredible food, and the sense of joy and occasion he brings to every single offering What the evolved brand needed to communicate — the same fun, characterful energy of the original, now grown up enough to hold a café, a heritage building, and an expanding business Then we got to work on the visual identity: A refined version of the original logo — retaining the beloved hand-drawn font while evolving the mark to reflect the full ROAM experience The iconic Marine Parade building as the hero image — a nod to the heritage of the location and a proud statement of where ROAM had arrived A fresh colour palette that felt new while staying true to the ROAM personality New brand elements — including a cheeky little gherkin illustration, because of course 😉 An expanded collection of foodie illustrations used across the website, paper tissue, packaging, and more The Results ROAM now has a brand that reflects every delicious thing Brad has built. The personality is still there. The fun is still there. The cheese, the fish, the carrot — and now a gherkin. But it's all grown up, cohesive, and ready for whatever Brad does next. See the full brand reveal here: https://www.twine.net/signin graphicdesigner illustrator designer…
    uniE621 Full rebrand, website & marketing material for Waikato remedial therapist, Heather
    The Client Heather Lever is a craniosacral and remedial therapist—and she's ah-mazing at what she does. I'm not kidding, I know firsthand. But here's the thing: her brand wasn't reflecting the level of expertise and professionalism she brings to her practice. She was getting clients through word-of-mouth, but her visual identity wasn't positioning her as the go-to therapist in her area. The Challenge Heather knew she needed more than just a prettier logo. She needed a brand that: Positioned her as the trusted, knowledgeable expert Stood out in a crowded wellness market Connected with her ideal clients on a deeper level Worked seamlessly across every touchpoint (from business cards to her website) One day, Heather rang me and said, "I need a rebrand and I want you to do it." (Some of my absolute favorite words!) The Approach We started with strategy, not aesthetics. First, we figured out: Who Heather's ideal clients really were (not just anyone needing bodywork, but people seeking holistic, transformative healing) What made her different from other therapists (her deep understanding of how the body connects and heals, combined with a calm, nature-centered approach) What her brand needed to communicate (trust, expertise, and a sense of natural, grounded healing) Then we built the visual identity around that foundation: Logo variations that gave Heather versatility across all materials A colour palette and imagery inspired by nature—reflecting both Heather's personality and the deeper, holistic work she does Custom patterns that subtly reference how remedial therapy connects systems in the body A solid brand framework ensuring consistent use of colour, typography, and messaging everywhere The Solution The rebrand gave Heather a complete visual system that positions her as the professional, trusted expert she is. The result? A brand with personality that resonates with her ideal clients A website that's easy to navigate and makes booking appointments effortless (saving time for everyone) Photography by Ruth Gilmour that adds that extra layer of warmth and professionalism A cohesive presence across printed materials, signage, social media, and web And here's the magic: everything works together. The brand doesn't just look beautiful—it makes Heather the obvious choice for craniosacral and remedial therapy in her area. The Results Heather now shows up as the polished, professional, go-to therapist she's always been—but now her brand proves it at every touchpoint. Her clients love it. Her new website makes it easy to book. And she's getting inquiries from the exact clients she wants to work with. See the full brand reveal here: https://www.twine.net/signin…