The story behind SWiM Communications

When Joe Manariti moved his digital agency, SWiM Communications, to North Melbourne, he didn’t just find a new office, he discovered that his family had deep connections to the area.

Mr Manariti's grandfather was a trader at Queen Victoria Market, and his mum grew up on Chetwynd St. While he wasn’t aware of this when searching for the office, he describes finding his way to North Melbourne as a happy coincidence.

“It really made me feel like I hadn’t fallen far from the tree,” he said. “My grandfather probably parked outside my office when he went to watch the [North Melbourne FC] Kangaroos at Arden St.”

SWiM Communications was co-founded by Mr Manariti, Charles Schaeffer and Matthew Walker. However, Mr Manariti is now the sole director.

The agency specialises in web design, e-commerce, creative design and marketing strategy, offering a bespoke services to meet their clients' needs.

“Our sweet spot is mid to large businesses, especially in e-commerce – but we’re always happy to help out the local café that makes our morning coffee. Our value lies in versatility and really solid business analysis before anything else,” Mr Manariti said.

He noted that many businesses in North Melbourne and the surrounding suburbs were still transitioning from traditional to digital and that SWiM has helped to guide that journey.

“The same challenges that existed in the physical world still exist online, they’ve just shifted medium,” he said.

“Newsletters used to be printed and mailed out, now they’re emailed. Ads that used to run in newspapers, now run on digital platforms, and brochures have become websites.”

At the helm of the business for 30 years, Mr Manariti said problem-solving, listening to clients, and looking after staff have all played a part in his success.

“They’re your most important asset,” he said. “There’s no one magic trick, it’s a whole combination of things done well.” •