Collaborative problem solver with a proven track record developing new products, services, & experiences from strategic hypothesis to implementation. 5 brands launched (including my own). 2x CVC Capital Partners Young Innovator Award Finalist. Venture for America alum. Stanford d.school-trained & consumer-obsessed.

Kathryn

I studied Psychology with an emphasis on Neuroscience & Consumer Behavior at Stanford University and have 7 years of professional experience in consumer research and brand strategy. I specialize in survey design and turning data into actionable insights.

I started my career studying how users interact with dating apps before doing consumer insights research at a naming agency. I then worked at an incubator, pitching brand and product ideas to investors. Most recently, I ran a non-profit while getting my own company up and running.

I am incredibly passionate about understanding consumers and delivering brand experiences that wow. I am also a fitness enthusiast, swimsuit designer, & competitive sailor!

ABOUT: Kuna is an eco-friendly swimsuit brand targeted at Gen Z that I launched in 2020. All swimsuits are made out of recycled ocean plastic.

LOGO:

COLORS:

IMAGERY:

RESEARCH:

Market Analysis:

• $28B global swimsuit market
  
• $11B Gen Z market share
  

Consumer Surveys (150 responses):

• 77% would spend more for a sustainable product
  
• 54% own 5 or more swimsuits
• 68% thrift clothes to find items that no one else has
  

USER PERSONA:

BIO:

Emmy is a sailor, kiteboarder, and surfer. She grew up on the beach in Florida, loves old school surf shops, and goes on fishing trips in the Keys.

CORE NEEDS:

• Swimsuits that will keep her covered - no matter what

MOTIVATION:

• Eco-conscious
• Finding pieces that none of her friends have

PERSONALITY:

• Extroverted
  
• Spontaneous
• Creative

FAVORITES:

• Thrift stores
  
• Reusable water bottles
• Jeeps
  

BRAND NOTES:

IMPACT: The brand was pitched to investors and secured funding for production.

ABOUT: The Davis Island Youth Sailing Foundation runs a race team that desperately needed a rebrand in order to be taken more seriously.

LOGO (BEFORE & AFTER):

IMAGERY:

RESEARCH:

Market Analysis:

• 3 categories in youth sailing:
  
• Community Sailing Center (ex. CCSC, CGSC)
  
• Yacht Club Affiliated (ex. SPYC, AYC)
• Private Team (ex. NB4T, CERT)
  

USER PERSONA:

BIO:

Katie has been racing for several years and has started to take the sport more seriously by signing up for clinics and traveling to bigger competitions.

CORE NEEDS:

• Figuring out where to go to college
  

MOTIVATION:

• Getting recruited by college coaches
  
• Getting great pics for her Instagram

PERSONALITY:

• Extroverted
  
• Driven

FAVORITES:

• Instagram
  
• TikTok
  

BRAND NOTES:

IMPACT: The team has started to gain national recognition, and several sailors have received invites from college coaches.

ABOUT: Liweli is a wellness brand for professionals on-the-go that is designed to feel energized & uplifting.

LOGO:

COLORS:

IMAGERY:

USER PERSONA:

BIO:

Maya has a successful career and 2 young children at home. She regularly travels for business and organizes her week from the Delta Sky Lounge.

CORE NEEDS:

• Relief from jetlag
  

MOTIVATION:

• Being present for her kids
  

PERSONALITY:

• Organized
  
• Analytical
• Driven

FAVORITES:

• Kindle
  
• Emergen-C
• Crystal Light
• Zumba
  

BRAND NOTES:

RESEARCH:

Market Analysis:

• Gen X has more buying power than milennials
  
• Gen X has the highest brand loyalty
• 54% of Gen X feels overlooked by brands
  

Consumer Surveys (200 responses):

• 68% were interested in products that would improve their health
  
• 72% take a daily vitamin
• 36% want to “feel better”
  

IMPACT: The brand did $40K in revenue its first month.

ABOUT: Natural products backed by science is at the core of Woven Earth's ethos, so the brand wanted to convey both.

LOGO:

BRAND COLORS:

IMAGERY:

USER PERSONA:

BIO:

Grace is the cool grandma that picks her grandkids up from school and hangs out with them while their parents are at work.

CORE NEEDS:

• Arthritis relief
  

MOTIVATION:

• Ability to play with her grandkids
  

PERSONALITY:

• Kind
  
• Patient
• Energetic

FAVORITES:

• Acupuncture
  
• Shopping
• Bridge (card game)
  

BRAND NOTES:

RESEARCH:

Market Analysis:

• 21.2% of adults have arthritis
  
• Arthritis affects women more than men
• 27.7% of Baby Boomers are willing to try alternative medicine
  

Consumer Surveys (60 responses):

• 72% of existing customers bought the product from a holistic doctor’s office
  
• 33% needed someone else to drive them to appointments
  

IMPACT: The rebrand was launched in tandem with an automated subscription service that brought in $30K MRR.

ABOUT: Chill Switch is designed for stressed out college students that need something to get them through finals week.

LOGO:

BRAND COLORS:

IMAGERY:

USER PERSONA:

BIO:

Blake is studying Computer Science and is the president of his fraternity. He interned at Google last summer and is starting his senior year.

CORE NEEDS:

• Stress relief
  
• Balance out caffeine jitters

MOTIVATION:

• Graduate with a job offer at Google
  

PERSONALITY:

• Introverted
  

FAVORITES:

• 5 Hour Energy
  
• Skittles
• Video Games
  

BRAND NOTES:

RESEARCH:

Market Analysis:

• 84.4% of college students report frequent stress
  
• Gen Z is 20% more likely than other generations to try a new product
• 41% of Gen Z are impulse buyers
  

Consumer Surveys (110 responses):

• 42% drink energy drinks
  
• 73% reported experiencing test anxiety at some point
  

IMPACT: The brand did $26K in revenue its first month.