Kate Collective — breakfast on the floor

Brand & Identity · Kate Collective · 2025

The brand wasn't
telling the truth
about who she was.

Kate Collective is a FIFO relationship coach working with couples navigating the demands of fly-in-fly-out life. She came to me for something else. I ended up rebuilding the brands visual identity — because what she had on the screen wasn't who she was in the room.

Client

Kate Collective

Sector

Coaching · Relationships

Scope

Brand identity, colour, type

Role

Designer & thinking partner

01.

The situation.

Kate had done what most solo founders do at the start. She'd built her own logo. Set up a basic site. Picked colours she liked — soft pastels, olive greens — and got the thing live. That's the right move when you're starting out. You don't wait for permission. You ship.

But the brand had outgrown its starting position. The site read like a hand-made jewellery shop on Etsy — gentle, decorative, polite. Kate's work isn't gentle, decorative, or polite. She helps FIFO couples through some of the hardest stretches of their relationships. The brand was making her look smaller than she was.

Before

After

02.

The noticing.

I wasn't hired to do a rebrand. Kate brought me in for something else entirely. But the more time I spent with her, the more obvious it got — and the harder it became to ignore.

What I was seeing

Kate's energy is contagious. She is vibrant, present, holds a room. There's a breadth and depth to her experience that you feel within ten minutes of meeting her. And none of that — none of it — was anywhere on the website.

This is the work that doesn't show up on a brief. The thing a client didn't know to ask for, because they didn't know it was missing. My job, in that moment, wasn't to deliver what I'd been hired to do and move on. It was to say something. So I did.

"Kate, what you've got on the site isn't you. Can I show you something?"

03.

The thinking.

The brief I wrote for myself was simple: build a brand that feels like Kate when you meet her. Not what FIFO coaching is supposed to look like. Not what the wellness industry says women coaches should look like. What Kate is actually like.

The colour direction shifted to something with more depth and warmth — colours that could sit in a difficult moment without rushing to soften it. The typography moved away from decorative and toward considered. The visual language got quieter, not louder, because Kate's presence does the loud part. The brand just has to make room for her.

A brand for a coach who works with hard relationships needs to feel steady enough to hold the conversation, and warm enough to start it. Pastel olive does neither.

04.

The work.

The brand system, at a glance.

Logo / Wordmark

Colour Palette

#3A39FF

#FF5C22

Bold, direct, present. Not wellness. Not corporate.

Typography

Display — Anton

KATE

Body — Inter Light

The quick brown fox jumps
over the lazy dog. 0123456789

The brand, in the wild.

Working with Kerry was one of the best investments I've ever made in my business.

She didn't just create a brand for me, she uncovered the heart and soul of who I am and translated it into something that finally felt authentic. Every colour, every word, every detail felt like me. For the first time, I felt completely aligned with how my business was being presented to the world.

Kerry has an incredible creative mind and a unique ability to see possibilities that others simply can't. She approaches every project with passion, vision, and a genuine commitment to helping her clients succeed. Her energy alone makes you believe bigger things are possible for your business.

Honestly, I don't think my business would be where it is today without her. She has played a huge role in helping me build a brand that not only stands out but truly reflects who I am and what I stand for.

If you're looking for someone who is creative, strategic, intuitive, and genuinely invested in your success, Kerry is that person.

— Kate, Kate Collective

05.

What changed.

01.

A brand that finally matched the person behind it.

02.

Kate could send people to her site without explaining it first.

03.

A foundation she could grow into — not one she'd outgrow again in six months.

From the floor sitter

Sometimes the job isn't what you were hired to do.

Most clients don't come to BOTF asking for a rebrand. They come asking for a website, a logo tweak, a Canva template, a fix for the thing in front of them. That's the surface request. The actual work is figuring out what they really need — and being willing to say so.

Kate already had a business. She had clients. She had a real practice doing real work. The brand wasn't broken, exactly. It was just smaller than she was. And that gap — between who someone is and what their brand says about them — is the gap I keep ending up in.

Most designers wait for the brief. The work I want to do is the work that comes before the brief, when someone is sitting on the floor in front of their half-built thing and can't see why it isn't landing. That's where I sit too.

You don't need to know where to start.

That's literally the first thing we figure out together. Bring the idea, the half-idea, or just the feeling that there's something there. That's enough.

Book a floor session → Back to the work →