STRATEGIC BRANDING
I’m Krista.
Brand Strategist & Identity Designer for Outdoor, Health & Wellness Businesses
Backpacking in the Lost Coast, California.
20+ Years of Brand Identity Design Experience
Now focused on the strategy that makes great design possible.
I've been designing brands for over two decades, but for the last 8 years I've worked almost exclusively with outdoor and wellness businesses – cottage gear makers, trail running platforms, wellness practitioners, and outdoor adventure companies.
Why the focus? Because I'm not a designer who happened to niche into outdoor brands. I'm part of this community. I backpack, I paddleboard, I'm a former ultrarunner. I understand the values that drive founders in this space – the commitment to quality over cheap manufacturing, the focus on sustainability, the desire to build businesses that align with purpose instead of just chasing revenue.
From Design-First to Strategy-First
After two decades creating brand identities for Silicon Valley startups, I learned something crucial.
The most successful projects started with clients who had clarity about who they were and what they stood for.
The brands that struggled?
They jumped straight to design without that foundation.
Now I help outdoor and wellness founders get that clarity first through my Brand Explorer Workshops, the same strategic foundation I used to offer only in $5K+ private engagements, now packaged so any founder in this space can access it.
This process ensures your brand decisions have a map and direction. You'll know exactly what makes you different and how to show it.
Every Project Starts With Curiosity.
I want to understand the deeper story of your business before putting a single design on the table.
Whether you're going through my Brand Explorer Workshops or we're working together 1:1, the process uncovers what makes your outdoor or wellness brand different – and how to communicate it.
This means your visuals, voice, and message work together to attract customers who share your values and understand your worth. Not another generic brand that blends in with everyone else in your space, but a strategic identity that positions you to compete.
The "Know Who You Are" Workshop and the strategist behind it.
Do these workshops actually work? See a real client success story →
What Drives My Work?
My Values.
Listening with Curiosity
I believe the best brands start with deep understanding. That means truly listening, not just to the words, but to the ideas, intentions, and emotions behind them. When it comes to my client’s projects this means getting to know you, your vision, and the deeper “why” that drives your business.
Life–Work Balance
My best work comes when there's space to let ideas breathe. I protect time for creativity to be refined, not rushed. The passions I pursue outside my studio like backpacking, hiking, and paddleboarding feed my creativity and bring fresh energy to every project.
Lifelong Learning
Ok. I’ll admit. I’m a YouTube junkie. I'm constantly exploring new ideas “for science” and am always learning about ways to improve my health, acquire new skills, and test my boundaries.
I'm a real artist. Pen and ink are my "go to" but sometimes I take it bigger like large canvas's or painting murals on the exterior walls of my home.