It’s all about making sense, and then making
smiles happen. Yes, there’s a method to this, especially when it comes to my logo.

Step 01

I pay attention. Probably a little too much.

My hardest client was myself. Who am I? How can one singular logo mark represent me? How do I want to show up in the design world? So, I treated myself like any other client. I did what I do best; I got to really know it (me).

Step 02

I dig a little bit deeper. It’s all bout’ the strategy.

Design should mean something—every decision, down to the pixel. I look for the why behind it, so the rest isn’t just decoration. Ask me about any of my design decisions, and they all have a reason.

Step 03
I try. And try again. And again.

Professor Aubrey always said, “Don’t get married to your ideas.” So I don’t. I test, push, divroce em’ & redo—usually more times than I’d like to admit. Nothing good comes out right the first time. This is where it actually gets good.

Step 04

Then I make it stand
out.

If it blends in, it’s gone. This is where I decide what deserves attention—and make sure it gets it.

Step 05

Then I give it a personality.

This is where it stops being “just design” and starts to actually feel like something. I believe good design should always make the audience feel something, & maybe that’s a smile.

Step 06

And finally, the wink.

It’s unexpected, it’s memorable, it’s what makes the design click & the smile in the mind. It's what I like to call the Kathryn effect, the thing you remember later on.