Kaitlin is an independent brand identity designer.

I work with pre-seed to series C startups, small businesses, and entrepreneurs on brand strategy and visual identity systems.

Kaitlin is an independent
brand identity designer.

I help startups from pre-seed to series C reimagine who they are through brand strategy and visual identity.

How I work



Brand strategy

Your brand strategy is the north star that connects every aspect of your brand and guides future decision making. It considers landscape, goals, and competitors. As the foundation of your visual identity system, it  positions you to create a strong emotional tie with your audience.


Visual identity system

A brand is a lot more than just a logo. Your visual system is motivated by the story and core idea that's rooted in your brand strategy. It's designed to scale and evolve as your company grows, differentiate you from your competitors, and be effective across all mediums, from digital to IRL. 


Brand Launch

Now we get to show the world. Web design, photoshoots, decks, social media templates, video, animation, packaging, swag, and more — these are offered on an à la carte basis to fit exactly what your company needs.

Kind words from wonderful people


"Collaborating with Kaitlin was an absolute pleasure. She has a remarkable ability to breathe life into every project she undertakes. Her keen insight, creativity, and attention to detail consistently exceed expectations.

What sets Kaitlin apart is not only her extraordinary skill but also her ability to connect on a deeply personal level. She has a unique gift for understanding the essence of a brand and articulating it (with both words and design) in a way that captivates and inspires. Working with Kaitlin is an enriching experience that leaves one feeling seen, understood, and valued. I wholeheartedly recommend Kaitlin to anyone seeking to elevate their brand to new heights." 

— Heather Kuhnheim, Founder of A Project Called Life

"I had the pleasure of hiring Kaitlin at Affinity, working together for a little over two years. She leads projects with grace, applying a layer of structure that moves them forward effectively and reaches the finish line when she says they will. She single-handedly developed our new brand look and feel and collaborated with our marketing partners to realize a transformative vision. I’m a real fan of Kaitlin and the work she does. Anyone would be lucky to work with her."

— Travis Ortiz, Head of Design at Aspire

"Kaitlin is a rock star with an easy disposition and a fantastic work ethic who gets it done and did not disappoint. If you're reading this to decide whether to work with Kaitlin, you'd better reach out now because she's the one and I expect she'll always be in demand. She’s a delight to work with and is adept at collaborating with many different personalities, inputs, and requirements without ever losing the main thread: designing a brand that captures the spirit of a company and brings it forward to the future. She made sure we could go forward with something unique, clear, and strong that we could be proud of and our customers would feel seen by. I intend to call her first if I launch my own product in the future."

— Jules Wood, Director of UX at ListReports

Let's chat

For new project inquiries and design advising, set up some time to chat. Currently booking for April 2024 and beyond.


Brand Strategy
Visual Identity
Art Direction


Parsons School
of Design

MFA Communication Design


ADP List
Design Mentor

Ruth Bancroft Garden

© Kaitlin Sullivan 2024
All Rights Reserved