Kate Edwards | About Me

About me

I'm a creative director with over a decade of experience across brand, digital and UX.

For the past nine years, I've been the senior design lead within a strategic digital marketing agency, working across everything from brand identities and websites to eDMs, integrated media campaigns, design systems and digital products.

I’m just as interested in the thinking that happens before even opening the design tools. Understanding the problem, asking the right questions, and working with clients and teams to find solutions that are both thoughtful and impactful.

The best work, in my experience, comes from a balance of strategy and craft. It should feel considered, work beautifully, and ultimately make sense for the people using it.

I'm a creative director with over a decade of experience across brand, digital and UX.

The best work, in my experience, comes from a balance of strategy and craft. It should feel considered, work beautifully, and ultimately make sense for the people using it.

AI + Emerging Technology

Alongside standard industry tools (Figma, Adobe Creative Cloud, CMS and eCommerce platforms) I work with emerging technologies and AI-assisted tools to support iterative exploration.

The aim is to make the early stages faster, while still leaving room for the thinking, judgement and human perspective that make the work better.

Alongside standard industry tools (Figma, Adobe Creative Cloud, CMS and eCommerce platforms) I work with emerging technologies and AI-assisted tools to support iterative exploration.

The aim is to make the early stages faster, while still leaving room for the thinking, judgement and human perspective that make the work better.

Expertise

Creative Direction

Guiding projects from early thinking through to final execution, helping teams turn good ideas into stronger ones.

Creative Direction

Guiding projects from early thinking through to final execution, helping teams turn good ideas into stronger ones.

Brand + Identity

Translating strategy into identities people can recognise, remember and connect with.

Brand + Identity

Translating strategy into identities people can recognise, remember and connect with.

Digital Experiences

Designing websites, digital products & integrated media campaigns that balance user needs, business goals and good design.

Digital Experiences

Designing websites, digital products & integrated media campaigns that balance user needs, business goals and good design.

Strategy + Systems

Creating alignment through collaboration, clear thinking and systems that support better creative outcomes.

Strategy + Systems

Creating alignment through collaboration, clear thinking and systems that support better creative outcomes.

Experience

2017 – Present

Creative Director / Senior Designer

Calibrate Marketing

Senior design lead within a strategic digital marketing agency, shaping brands, websites, digital products and integrated media campaigns for clients across a wide range of industries.

Turn strategic thinking into brands, websites, digital products, design systems and multi-channel campaign creative
Lead the design of responsive websites and complex eCommerce experiences from concept to launch
Develop creative across paid media, Meta advertising, HTML5 banners, motion design and eDM campaigns, applying channel best practices and performance insights
Facilitate discovery workshops to align stakeholders and define digital direction
Partner with developers, marketers and media teams to deliver thoughtful, well-crafted digital experiences
Mentor designers and foster a culture of quality, curiosity and continuous improvement
Contribute to wider marketing, digital and customer experience strategy

View agency rebrand project