I'm Katelin. Every decision in my work has a reason behind it.
The typeface, the colour, the tone. If it's in the brand, it's there to do a job.
Every project starts with research. Talking to the people who run the thing, taking a real look at the competition, finding the gaps. That becomes a written strategy, and everything after it gets held to it, down to the smallest social tile. Then come the concepts, each one an argument, not an option.
Most people can tell you what they don't like. Working out what's actually wrong is my job. The brief is rarely the real problem, and finding the real one is the part I enjoy most.
Seven years in advertising and brand design, mostly agency-side at mid to senior level. I build brands from the ground up, and I step into studio and agency teams as white-label senior support, briefed in and running without needing to be managed
Based in Melbourne, working anywhere. If you're building something, or building something for someone else, I'd like to hear about it.
