Design isn't just about making things look good – it's about solving problems, telling stories, and creating real connections. That's exactly how Katie Waters, Whippet's newest Design Director and Brand Strategist, approaches her work. With a sharp eye for detail and a big-picture mindset, she's spent her career building brands that are as strategic as they are creative. We sat down with Katie to talk about her journey, her design philosophy, and what's shaping the future of branding.
Q: Tell us about your career journey. What led you to pursue design and branding?
A: As a child I was always creative – constantly drawing, making things – it felt very intuitive and natural. But in contrast my head was drawn to more problem solving subjects such as maths and science where there was often a 'right answer'. Ultimately my heart won and I ended up going to art school, where I discovered branding and graphic communications. My first job exposed me to multi-disciplinary design – working across store environments, digital, packaging, and photoshoots, which gave me a holistic view of branding. Having then spent the last 15 years in brand experience agencies, I have learned how to build brands from the ground up, crafting simple yet compelling narratives that guide creative decisions and align every aspect of a brand's expression.
Q: How do you approach finding the right design solution for a project?
A: I've always approached design as the ultimate problem solving task. Unlike maths, the answer isn't always black and white, but if something feels confusing or overcomplicated, it's probably not working. When it feels intuitive, you know you've found the right creative solution to deal with the business problem. Often the breakthrough happens when I'm not actively working on it – the classic shower thinking moment! That's why building in downtime is so important – it gives everyone a chance to absorb, reflect, and pivot if necessary.
Q: What are your non-negotiables when developing a brand strategy?
A: A strong foundation. Design can't just be about aesthetics – it needs a purpose. Every brand needs a clear strategic direction rooted in both business and customer needs. Without that, the work risks being surface-level and subject to running off course in the future. Getting everyone on the same page right from the start makes all the difference. People naturally come at things from different angles and have their own assumptions, and these can stay hidden until you're knee-deep in a project.
Q: How do you know when you’ve found the right solution?
A: Ultimately it shouldn't be about what I think or even what the client thinks – it should be judged by whether it’s right for the customer. Audience personas are a game-changer. I love creating characters like 'Susan: she's 45, lives in Clapham, has two kids, loves avo on toast and is super active on social media'. The more detailed you get with these personas, the easier it is to design with them in mind. Testing ideas in the real world – whether through prototyping, audience testing, or gut-checking with colleagues – helps validate whether something actually works beyond the theory.
"It shouldn't be about what I think or even what the client thinks – it should be judged by whether it’s right for the customer."
Q: How has technology, particularly AI, influenced your design process?
A: AI is on the horizon, and the way creatives and brands utilise it will shake up the whole industry. What's possible has totally shifted. It speeds up the research and exploration phase significantly. It needs to be double-checked, of course, but it's incredibly helpful in the early stages of ideation and overcoming creative blocks. It’s another technological advancement (albeit a very fast and capable one!) and the key will be knowing when to use and when human intuition, storytelling, and strategic thinking are irreplaceable.
Q: What makes a brand successful in today's evolving landscape?
A: Brands need to know who they are. If they have a clear identity, you can experiment without losing your way. Take Airbnb – everything they do ties back to community and belonging. Even as they evolve and add new propositions, that core stays intact. They adapt to cultural shifts without losing sight of their DNA, which is why they remain relevant and authentic. It's about creating a flexible framework rather than predicting every future move. The best brands are built to be agile, with a strong foundation that allows for evolution.
Q: Looking back, what advice would you give to your younger self or someone starting in design?
A: Stay open. Design isn't a specific discipline or skillset, it's a mindset. You might start in one area, but don't limit yourself. The best designers are the ones who can think across different creative challenges. So be curious, experiment, and trust that every experience – good or bad – shapes your perspective and makes you better.
Katie joins Associate Creative Directors Jo Randall and Ashley Hodge, Head of Copy and Strategy Tamsin Thom, and Design Director Jem Pomak to bolster Whippet's creative Leadership team.
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