About

Swan Lian Kwee

This is my story…

My career began in California, where I worked as an art director for Arete Magazine, an international general interest magazine. There, I was given the creative freedom to experiment with type design, layout, and photography—and that's where I developed my keen eye for typography, imagery, and editorial coherence.

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That experience formed the starting point for my own studio: Swan Design. There, I created marketing communications for a wide range of clients – from financial services providers and real estate companies to lifestyle brands and television stations. At the same time, I became art director of Southern California's largest regional interior design magazine: San Diego Home/Garden, with a circulation of 50,000 copies.
My logo design for Octavo Publishing was awarded the Design Excellence Award by PRINT Magazine.
 

Back in Amsterdam, I continued my career in the magazine world. I became art director of Quote, the largest business magazine in the Netherlands – quirky and distinctive in look and feel. This was followed by the restyling of ELLE Decor, the launch of the Dutch edition of Red, the visual repositioning of Elegance, and the art direction of Residence. I developed concepts for editorial productions, worked closely with photographers, stylists, and illustrators, and thus determined the visual direction of these titles.

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Several restylings and launches were nominated for or won a Mercur, the most important award in the Dutch magazine world. I then worked simultaneously for the interior design magazines Eigen Huis & Interieur and More Than Classic.

As an interlude, I set up an in-house art department for the Stedelijk Museum Amsterdam. I was then asked to restyle Dutch Vogue, with the aim of making the look and feel more feminine and accessible.

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After more than twenty years in the world of glossy magazines and premium print, I now focus on omnichannel design strategy and publishing. Since 2019, I have been working as an independent art director, designer, and content creator for a variety of companies and cultural institutions.

I develop digital and printed content—from campaigns and newsletters to magazines, books, and brochures—which is not only visually appealing but also strategically thought out, functional, and distinctive.

A client once described it perfectly: “That newsletter looks like a real magazine.”

That is exactly what I strive for: high-end content with quality and conviction, designed to strengthen your brand or company.

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I can tell your story.

Curious about what I can do for your brand?
→ Ready to tell your story?