SWAY

Challenge

SWAY started as little more than an idea. The founders of Frenzy, an Amsterdam techno brand and good friends of mine, wanted to build a sister brand for house music. But Frenzy was no small thing to live up to: eight years of work and a niche, opinionated community of around 15,000 followers with strong views on the scene. SWAY had to feel clearly part of that family while standing as its own brand, distinct enough that it wasn't just techno's little sibling. And it was starting from a blank page, with no name, identity, or concept yet.

Strategy

I started with a brand-concept deck that explored where SWAY could go. It covered the brand philosophy and moodboard, the logo wordmark and icon, the visual territory, ideas for video and photography, even venue concepts and future collaborations. The throughline was finding a house identity that felt unmistakably part of the Frenzy family while standing clearly on its own. I pitched the deck, and from that point I have been actively helping them shape the creative direction of the brand.

Application

I shape a lot of what SWAY looks and feels like day to day. That spans the brand foundations and visual identity through to motion artwork and animations, print production, and the social graphics and content that carry the brand online. The work keeps the look consistent as SWAY grows from a concept into a brand people recognise.

Outcome

SWAY went from an idea to a brand with a real presence. Its first event filled Sissi's Amsterdam in May 2026, selling around 400 tickets to fill the room, and the Frenzy community embraced it. That was enough to lock in two more dates at the same venue this year, with the next one an intimate boat party in August, a collaboration with the Zomervloot. What started as a blank page is now a house brand with its own identity, its own crowd, and its own momentum.