I'm Katelin. I've never been able to leave a decision alone until I understand it.
Why this typeface, why this colour, why this tone and not the one beside it. If I can't answer that, the work isn't finished.
Every project starts with research. Conversations with the people who actually run the thing, a real look at the competitors, an honest read on where the gaps are. It becomes a written strategy, and everything after it gets held against that document. The identity, the motion, the smallest social tile.
Then come the concepts, each one an argument rather than an option.
Most people can tell you what they don't like. Far fewer can tell you what's actually wrong, and that's fine, it isn't their job. Working that out is mine. The brief I'm handed is rarely the real problem, and finding the real one is the part I enjoy most.
Eight years in advertising and brand design, most of it agency-side at mid to senior level. That's where the process comes from, and it means I can drop into someone else's team and brief without needing to be managed. I work two ways now. Building brands from the ground up, and stepping into studio and agency teams as white-label support when they need a senior designer on short notice.
Based in Melbourne, working with clients anywhere.
If you're building something, or you need a hand building someone else's, I'd like to hear about it.
