the squeeze

sublime design is a boutique design practice. we work smart. we work with care. we work together. crafting imaginative branding and communications from a lateral perspective. beautifully crafted words and design, both print and digital.


Creative director, Shelley Watson, works closely with clients throughout the design process. The long-lasting working relationships developed over time ensure great understanding, adding value to their businesses.

Being small and flexible and vastly experienced, we’re able to collaborate with brands of any size, ensuring every project is undertaken intelligently, communicated creatively, and crafted with care.

We pride ourselves on providing great service and great communication with clever ideas and intelligent design.



what our clients say

“Shelley is one of the best designers I’ve ever worked with, which is why for over 10 years now, wherever possible, she’s my first choice as a designer. At the briefing stage she truly listens, asking insightful and astute questions about what I’m trying to achieve, and the solutions she develops are extremely creative. She works very well in high pressure situations, managing urgent deadlines with ease. Shelley understands the importance of outstanding customer service and good communication, and I’m always well up to date with the progress and direction of a project.”
Susan Rockliffe

Corporate Communications Manager, Westpac New Zealand

“I cannot recommend Shelley highly enough – she provides creative solutions, not just design. Shelley also deals well with high-stress/tight deadline situations with a great sense of humour and pragmatism. Her work is of outstanding quality, and she exacts the same standards from her own suppliers of print and other related services.”

Kate Woodruffe APR, FPRINZ

Manager, Communications, Financial Markets Authority – New Zealand

“Shelley is awesome! When the pressure is on I can rely on her to deliver the goods in tight timeframes, cope with changing requirements and be responsive to what I need. She works with me to achieve great results and offers up good ideas.”
Carol Greensmith

Communications Manager, Auckland Transport

“I love the way that Shelley truly understands and so skilfully and creatively executes the branding/rebranding process. She quickly grasps what her clients are wanting to achieve and turns that into professional, creative results that work across all media. Shelley is a pleasure to work with.”
Steph Cawte

Director, Cawte & Co.

“Sublime Design created The Abundance Network logo and Shelley has been a wonderful sounding board to throw around ideas with. She is a clear thinker and seeks to find great solutions in an easy manner. She contributes her time to many worthwhile projects, and we are lucky to be one of them. I now have a logo that I can look at every day that inspires me. Thank you!”

Kristen Wilson

Director, The Abundance Network

I’d just like to do a quick shout-out to our beautiful friend Shelley Watson at Sublime Design for the stunning work she has undertaken for AUM this past couple of years. […] At some stage a higher level of skill is required than any individual can have for all areas of their business. 

So you have to seek out the right people who can truly understand your needs. Someone who can ‘feel’ your brand and be able to communicate that in whatever area of the business that requires bolstering. Not an easy task! Especially when you are a total control freak such as myself. 
[…] Shelley and I have been in touch for years, gradually nurturing our relationship and mutual understanding… waiting for everything to align in order for us to work together.  
Shelley is now the trusted artist for all things AUM. 
I wholeheartedly recommend Sublime Design for your businesses design needs. Shelley pays great attention to the ‘who’ & ‘why’ of your business, is intuitive, dynamic, RELIABLE, responsive, has reasonable rates and is oh so lovely to work with.
John Paul Moss

Director, AUM Productions

sublime branding and communications. imaginative, high-quality design from a lateral perspective. beautifully crafted words. print and digital