High standards. Lots of brands. Zero boring Tuesdays.
Brand systems. Visual identity. Creative direction.
A brand that fragments under pressure was never built to scale. I help companies build the kind that does.
Hi, I’m Kat Moss.
I have spent twenty years building brands that hold together under pressure, and making the work that lives inside them. Visual identity and rebrands. Campaign creative from brief to final asset. Design systems and the component libraries that let teams move fast without breaking things. Websites built to convert, not just impress.
My career spans in-house and consultancy work: creative lead for global B2B SaaS companies, founder of a consultancy serving 60+ clients, the person in the room who can set the strategy and then sit down and build it. I have directed agencies, managed contractors, led creative teams, and run the kind of structured reviews that actually raise the bar rather than just add rounds. I have also stayed up until midnight fixing a staging environment the night before a launch. Both things are the job.
I use AI tools actively in my workflow. Not to replace creative judgment, but to move through more territory faster and arrive at the right idea with more time to execute it well. If you are looking for a designer who thinks about brand as infrastructure and treats craft as non-negotiable, we will probably get along.
Specializing in:
Brand & Creative Direction
Great creative does not happen by accident, and neither does growth. I help companies get both right and then make sure it stays right as they grow.
- Visual identity systems
- Brand governance & evolution
- Campaign concepting & art direction
- Executive & product storytelling
- Multi-channel creative leadership
Design Systems & Scalable Creative Infrastructure
The best system is the one your team will actually use. I build component libraries, template frameworks, and visual standards designed for the non-designer who needs to move fast without breaking the brand.
- Component libraries & template frameworks
- Visual standards & governance
- Cross-channel cohesion (web, email, paid, events, decks)
- Brand documentation & self-service guidelines
- Figma systems & reusable asset libraries
Marketing Website Strategy & UX
A marketing website is never really finished. It should still be excellent. I own the full stack: strategy, architecture, conversion, SEO, and the CMS governance that keeps it from becoming someone else’s problem six months later.
- Website roadmap ownership
- Information architecture & messaging hierarchy
- Conversion rate optimization
- SEO-informed content structure
- CMS governance & scalability
Campaign & Launch Execution
From the brief to the shipped asset, without losing momentum. I direct integrated campaign creative across every channel and format — from ABM landing pages and paid media to event environments and motion.
- ABM landing pages
- Product launches
- Paid media creative
- Event & experiential creative
- Motion & presentation systems
Full-Spectrum Creative Execution
Great brand work lives in the details — and the details live everywhere. I bring deep craft expertise across every format a brand touches, from editorial spreads and billboard campaigns to motion graphics, photography, swag, and everything in between.
- Brand identity & logo systems
- Typography & layout
- Motion graphics & animation
- Illustration & custom graphics
- Data visualization & infographics
- Print & production design
- Experiential & event design
- Large-scale advertising (billboards, signage, environmental graphics)
- Vehicle & 3D wraps
- Swag & promotional design
- Editorial, magazine ads & spreads
- Ad suites & integrated campaign creative
- Email marketing design
- Photography & photo art direction
- Presentation design