Good Design for Good-Doers

Good Design
for Good-Doers

Design for products and brands building a better world.

Heart

Empathy-led, emotionally intelligent design

All successful projects start with listening. What you say matters, and so does what people feel about your work and what's going on in the world it sits in. That shapes every decision afterwards, right down to the small ones.

Brains

Strategic thinking, no fluff

Pretty is the easy part. The harder question is what the thing actually has to do, and whether it does it. So I ask lots of questions and I'll say so when I think an idea won't hold up. You end up with decisions you can defend to whoever you need to.

Teeth

Bold ideas with creative bite

Good intentions aren't enough. The world is full of forgettable shiny things, most of them 'made with love'. I'd rather take an idea somewhere slightly uncomfortable than hand you the safe version you could've got anywhere. Polite design fades into the background, and you didn't come here to be wallpaper.

Case studies

The Good Mental Health Company

Brand Design, Strategy, Web Design + Build

Raven

Brand Design, Web Design + Build

Super Payments

Web Design + Build, Campaign Design

A creative partner with a playful spirit

Hello, I'm Kat.

I've spent 20 years designing things that connect with people: websites, brands, products, campaign assets, all of it grounded in empathy, insight and an intolerance for anything dull or overcomplicated. They look good, but the bit I care about is whether they solve a real problem and feel like a human made them.

I have a deep care for our planet, its systems and the life it supports, which is why I gravitate towards purpose-driven projects and organisations trying to do some good in the world.

I'm most useful when things get messy and nobody can agree on the direction. I'll find the thread everyone's lost, bring some calm thinking, and shape where it's going as much as how it looks. Collaborative, honest, and I don't do jargon.

When I'm not doing this you'll find me poking about in the woods looking for mushrooms, being musical, or helping out at my local community kitchen. I like the real world. It's good for the work.

With pride…


💚 Co-founded an ai-powered climate coaching service (in development)


🏡 Co-founded a local community magazine supporting small businesses during the pandemic


🗳️ Designed a polling tool leveraging over 100K daily respondents


🧠 Designed, branded and built the online presence for a low-fee mental health organisation

Made with love


💚 Co-founded an ai-powered climate coaching service (in development)


🏡 Co-founded a local community magazine supporting small businesses during the pandemic


🗳️ Designed a polling tool leveraging over 100K daily respondents


🧠 Designed, branded and built the online presence for a low-fee mental health organisation

How I work

Deep Dive Discovery

Every project starts with a proper dig into your world: research, a look at who else is out there, and a few long conversations to understand what you're navigating before I suggest anything. Commercial pressure counts as context too.

Behavioural Design for Impact

Understanding why people do what they do is most of the job. I use behavioural design principles that feel obvious to use, so people take the action you need them to without being nagged into it.

For People & Planet

Digital has a carbon cost and most people never see it. I keep page weight down, go easy on heavy video and image assets, and design things that last rather than needing a rebuild every couple of years.

Accessibility First

Design that only works for some people isn't finished. I focus on making sure all users, regardless of ability, can engage with your brand without barriers. Things like colour compliance and usability are always top of mind when creating an inclusive experience.

Craft with Care

The details are where design earns its keep. I sweat the small stuff from first concept to final handover, spacing, type, the hover state on a button nobody thinks about, because that's what makes something feel finished rather than assembled.

Collaborative Iteration

The first draft is never the answer. We'll test things, you'll tell me what's wrong with them, and we'll go again until it works. I'd rather hear that something isn't working in week two than after launch.

Deep Dive Discovery

Every project starts with a proper dig into your world: research, a look at who else is out there, and a few long conversations to understand what you're navigating before I suggest anything. Commercial pressure counts as context too.

For People & Planet

Digital has a carbon cost and most people never see it. I keep page weight down, go easy on heavy video and image assets, and design things that last rather than needing a rebuild every couple of years.

Craft with Care

The details are where design earns its keep. I sweat the small stuff from first concept to final handover, spacing, type, the hover state on a button nobody thinks about, because that's what makes something feel finished rather than assembled.

Behavioural Design for Impact

Understanding why people do what they do is most of the job. I use behavioural design principles that feel obvious to use, so people take the action you need them to without being nagged into it.

Accessibility First

Design that only works for some people isn't finished. I focus on making sure all users, regardless of ability, can engage with your brand without barriers. Things like colour compliance and usability are always top of mind when creating an inclusive experience.

Collaborative Iteration

Design isn’t done after the first draft, it’s a process. I love collaborating, testing, and getting feedback to refine ideas, A/B test campaign concepts, and always improve, making sure what we create really clicks with your audience.

Deep Dive Discovery

Every project starts with a proper dig into your world: research, a look at who else is out there, and a few long conversations to understand what you're navigating before I suggest anything. Commercial pressure counts as context too.

Craft with Care

The details are where design earns its keep. I sweat the small stuff from first concept to final handover, spacing, type, the hover state on a button nobody thinks about, because that's what makes something feel finished rather than assembled.

Accessibility First

Design that only works for some people isn't finished. I focus on making sure all users, regardless of ability, can engage with your brand without barriers. Things like colour compliance and usability are always top of mind when creating an inclusive experience.

For People & Planet

Digital has a carbon cost and most people never see it. I keep page weight down, go easy on heavy video and image assets, and design things that last rather than needing a rebuild every couple of years.

Behavioural Design for Impact

Understanding why people do what they do is most of the job. I use behavioural design principles that feel obvious to use, so people take the action you need them to without being nagged into it.

Collaborative Iteration

The first draft is never the answer. We'll test things, you'll tell me what's wrong with them, and we'll go again until it works. I'd rather hear that something isn't working in week two than after launch.

What
I can help with

Brand Design

Art Direction

Web Design

Campaign Creative

Framer & Squarespace

Illustration

Animation

Want to work with me?

Let's create something goood

Goood Design for Good people. 2025

LinkedIn

|

Dribbble