I’m Kathy
Designer. Art Director. Visual Storyteller.
I’m a designer and art director with over a decade of experience helping businesses, creatives, and community-centered organizations shape their visual identities from the ground up. My approach is rooted in storytelling, cultural understanding, and thoughtful strategy—so every element feels intentional, aligned, and purpose-driven.
A Bit About Me
I’m Henriqueta Varela—a Cape Verdean-American creative raised in Boston and shaped by the intersections of culture, community, and story. I’ve always been drawn to design as a way to create connection, honor heritage, and help people feel seen.
Over the past 14+ years, I’ve worked with national retail brands, small businesses and grassroots nonprofits alike—building visuals that hold both beauty and meaning. When I’m not designing, I’m spending time with family, exploring art and culture, strength training, or dreaming up ways to merge creativity with community care.
What I Bring
From logos to full brand systems, websites to campaign creative, I partner with clients to bring their vision to life in ways that feel human, powerful, and true.
✔ Cultural Competence
I design with awareness and care, especially for underrepresented and community-based clients.
✔ In-House Experience, Freelance Flexibility
You’ll get the creative depth of an experienced art director with the attentiveness of a dedicated partner.
✔ Personalized Process
Your brand isn’t a template. I’ll guide you through a clear, collaborative process that reflects who you are and where you’re headed.
✔ Visual Storytelling
More than just a logo, we’ll craft a visual language that communicates your mission and values at a glance.
What I Value
✼ Intentionality
Every design choice has a reason.
✼ Clarity
Your message should be aligned, focused, and easy to understand—both visually and verbally.
✼ Cultural Competence
Your brand should reflect the world you live and work in, with nuance and care.
✼ Responsiveness
You’ll always know where we are in the process and what to expect next.
✼ Integrity
I treat your business like it matters—because it does. I show up with honesty, professionalism, and respect for your vision.
Let’s connect!
Ready to Build Your Brand?
Whether you’re just starting out or stepping into your next chapter, let’s build something you’re proud to share.
Need guidance?
I offer 1:1 consulting sessions to help you think through your visual direction, audience, or brand strategy.