Hello
My name is Kaitlin.
I’m an Art Director and Designer from New England who loves mutts and growing things (mostly brands, but also flowers). I have a background is in Advertising, which has taught me to take a macro look at a brand and the challenges it faces, rather than focusing on the micro level of a project.
I’m fascinated by the psychology of design, user experience and how the two play together to sell brands. I’m also passionate about doing good in my community and paying it forward to the environment, and I love to surround myself with people who feel the same.
I’d love to grab coffee and chat about growing your brand (or flowers).
Naturally attracted to great work.
There are lots of fancy terms thrown around as to what makes one designer or agency better than the other.
Mine are not so fancy, but these “philosophies,” will help you better understand who I am and the kind of thinking I bring to your challenges.
Leap and the net shall appear
This is my family’s motto and probably why I felt comfortable leaving the security of a bi-monthly paycheck to create Waxwing. Being in business means you can’t be afraid to be bold and take the smart risk. So when clients say things like, “You are always there with me, ready to jump out of a plane towards the next big idea” I take it as a compliment.
Channeling my inner Steve
I’m a product of the Apple generation: I don’t think anything should be put in a design without a purpose. The current term for this is design thinking. It’s about looking at your end user as a consumer with an unmet need and as an individual who deserves to be delighted. When you start there and work backwards you get the best way to promote a product or service.
Shapes yes, equations no
Doing something outside of design has never been an option. Creative from an early age, I’ve found I have the spatial ability to think visually first. That makes this work fun for me—like one big puzzle to solve—and of course that means a better finished product for you. But Algebra or numbers; not so much. So at meetings over lunch, please don’t ask me to calculate the tip!
What exactly is a
Waxwing?
As you might have guessed by now, a waxwing is a kind of bird. There are two kinds native to North America, both survive mostly on fruit. Here in New England we typically see them in the wintertime feeding on trees with leftover berries. And, as their name suggests, they have little deposits of red wax on the tips of their wing feathers.
So what about this little masked bird made me say, “Ah! That’s the perfect name for a business?” It’s simple. Waxwings have always brought me luck. Whether it was a tree full of them when we bought our house or seeing one in the shrubs while I was making the decision to start my own business, they are always there with a sign to “go for it” - and so I did.
Say hello!
If you made it this far, and you weren’t scared about the tip thing, then you are our kind of people.
Shoot us an email. Or, if you still have some questions, you can always dive into our FAQs.