THE PROCESS
The Kat’s out the bag… unpack the way I seek + solve design problems.
Get Curious
However nonlinear and ever-adapting, my creative process always starts with a catalyst of curiosity. My notes app is a never-ending list of potential problems to investigate. Whether it’s an advertisement on the side of the road or a stimulating conversation with a friend, I am constantly absorbing inspiration through communication.
Spot the Difference
To craft a killer idea, one must think outside the bag. I pride myself on my entrepreneurial thinking— I look for a hole in the market and seek the most unexpected solution.
Read the Room
Now with a potential solution, I must determine if it’s the right one. When I go to the store what else do I see in that aisle? Who’s in the aisle with me? Why are we here? Why do we care?
Every project is shaped by its competition and its consumers. With these burning questions, I determine a unique value proposition that sets my solution apart— I’m no copycat.
Organized Chaos
Now it’s time for the brain dump. Here, I’m all pen to paper: mind maps, vocab banks, sketches. In a stream of consciousness fashion, I let my thoughts and ideas flow freely.
Circle Back
With a full notebook and iced matcha in hand, I’m ready to get grounded. Here, I compile my thoughts into a centralized plan. I outline the brand’s communication and creative strategy, often a few times before it feels right.
Claws to Keyboard
Finally, I start drafting my designs. My first exercise in digital exploration— this phase is always trial and error. With my research as foundation, I experiment with design directions that speak to/for my client.
Critique is Key
Big brands aren’t born from one mind. This collaborative phase is arguably one of the most important in design. Because let’s face it—everything is subjective.
I prioritize hearing others’ interpretation of my work. Here, I evaluate the clarity of my communication and the depth of its impact.
Bring It to Life
And just like that, it’s damn decision time. After several rounds of rough drafts and hours of feedback, it’s time to finalize the process. I pour over every detail, delivering a clever idea with kick-ass communication.