Katrina's relentless pursuit of smarter yet more human solutions challenges tired thinking. With an aim to change perceptions in IT, while rising to becoming a highly recognised individual in the industry, the tagline, ‘designing for people not processes’, guided the personal brand's verbal and visual identities with a refreshing look at the IT industry. The aesthetic is designed to please the eye with substance, depth and sophistication.

Director

Katrina Macdermid, Katrina Talks

The Katrina Talks brand identity was created by Louise Agency under the creative direction of Sarah Louise Kinsella. Proving to the world that IT values the human side of business, Katrina required a brand in line with a podcast look and feel that pierces perception, speaking for itself.

It was my turn to call on the creative troops! I'm an artist who became a brand designer, and my agency is not a big machine. So, I wanted my new one pager website to reflect the way I work and showcase a heap of artistic creative to match, well... ME! I also now have a really strong appreciation for the term "put one's money where one's mouth is" 😅

Louise Agency

The Freely brand identity (within Zurich) was created by Louise Agency under the creative direction of Sarah Louise Kinsella. Three years young, Freely brought me on as their in-house Creative Lead to evolve the brand by refining the identity and building a robust, efficient creative framework to support its next stage of growth. I'll bring you along my journey from day one and everything it took to rebuild Freely 2.0 from within – a brand their team can get behind.

Freely

Logo design for a new street style fashion app

The Stylspot brand identity was created by Louise Agency under the creative direction of Sarah Louise Kinsella. StylSpot approached me to create a logo for their new street style fashion app. I always aim to start with pen to paper – in this case digi pen to pad – and ended up recreating it with borrowed kids chalk to see how it would look on the street. Essentially, testing it in the landscape where it would live. The result is a logo that depicts the world of fashion where self-expression is celebrated and style is earned; crowned.

StylSpot

Packaging art direction and photography for a fertility start-up

The Bebe Bloom brand imagery and art direction was created by Louise Agency under the creative direction of Sarah Louise Kinsella. Every pregnancy journey is unique. It requires a deep commitment to inner strength. Reaching into my photographic artistry and art direction passions, I designed and captured these fertility products in a unique and beautiful representation from a female lens (mind the pun!).

Bebe Bloom

The Garden bar's brand identity was created by Louise Agency under the creative direction of Sarah Louise Kinsella. In partnership with Universal Music's creative agency (Bring), I designed the visual identity for The Garden – a bar located inside the Allianz Stadium in Sydney.

The Garden

Brand identity for an Australian crypto start-up

The Bamboo brand identity was created by Louise Agency under the creative direction of Sarah Louise Kinsella. When it comes to choice of digital currencies, Bamboo knows simple works best. As the trusted first step into micro-investing, Bamboo required a rebrand that reflected the simple and effortless way to start investing in crypto through their app.

Bamboo

Brand identity for the lickers, suckers and biters

The Frozen Sunshine brand identity was created by Louise Agency under the creative direction of Sarah Louise Kinsella. This passionate family business started making healthy ice blocks back in 2014 on the Sunshine Coast. Their delicious chef quality blocks are for all the kids, big and small, so we crafted their identity around the cheeky (and sometimes mischievous) tone of voice. In preparation for their expansion throughout the rest of Australia, introducing diversity in their art direction added that extra splash of Sunshine. Because all kinds of delicious should be for all kinds.

Frozen Sunshine

The American Express influencer program was created by Louise Agency under the creative direction of Sarah Louise Kinsella. In partnership with Ogilvry PR, and using the rebrand guidelines from Pentagram agency, I designed the American Express influencer program briefing book for 2019.

American Express

Brand identity for workplace culture consultants

The KINSPACE brand identity was created by Louise Agency under the creative direction of Sarah Louise Kinsella. Using interactive and immersive learning experiences and technologies to build empathy, inclusion and respect in the workplace, KINSPACE required a brand identity refresh.

KINSPACE

The Mates Rates Mortgage Brokers brand identity was created by Louise Agency under the creative direction of Sarah Louise Kinsella. The past thirteen years in the lending industry has seen a lot of change. But one thing has remained the same; Mates Rates Mortgage Brokers putting people before profit. They are a business founded on giving back, leading the charge in cash back lending.

Mates Rates Mortgage Brokers

The Auctus Strategy brand identity was created by Louise Agency under the creative direction of Sarah Louise Kinsella. The directive for this identity creation was the consideration of the internal and external brand perceptions paired with the brand name, which resulted in a thought-provoking question supporting the value of their business: What is the meaning of money?

Auctus Strategy

Navigation user experience for business banking

The ANZ Biz Hub website was created by Louise Agency under the creative direction of Sarah Louise Kinsella. In partnership with The Works agency, I designed the navigation that now helps customers interact with ANZ Biz Hub. Together, we explored navigation methods and formats so that business owners can discover content across Biz Hub that helps them overcome a problem or learn more about a specific topic.

ANZ Biz Hub

The WAIVPAY brand identity was created by Louise Agency under the creative direction of Sarah Louise Kinsella. The integration of multiple payment technology companies paired with the expansion of their suite of products resulted in an entire brand refresh: One Building, Three Stories.

WAIVPAY

Brand identity for a copywriter (and poet)

The Berlin Files brand identity was created by Louise Agency under the creative direction of Sarah Louise Kinsella. A freelance wordsmith with a very meaningful name required a logo design and complete visual identity that spoke to the combination of influences from the sentimental to the conceptual. Having found a human romance in Berlin, tying the knot with her, then naming their daughter after the city where they met, The Berlin Files serves as an eternal aide-memoire.

The Berlin Files

Katrina Talks

The Nick Hayes Constructions brand identity was created by Louise Agency under the creative direction of Sarah Louise Kinsella. The approach to the rebrand of this construction company was to market them as high-end with an architectural energy.

Nick Hayes Constructions

The ESR You brand identity was created by Louise Agency under the creative direction of Sarah Louise Kinsella. These supplement liquids are specifically formulated to improve workout performance. The suggested tagline reflects the purpose of the product range along with the droplet application method from a pipette bottle: Fuel Your Form.