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 Cabo Verdean 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.

In working together, you’ll find a partner who brings:

Deep expertise in brand identity, logos, typography, digital and print design.

A process rooted in brand strategy, helping you align visuals with business goals and audience needs.

A perspective shaped between Cabo Verde and Boston, honoring and celebrating diverse voices and stories.

I listen deeply, ask the right questions, and collaborate with you to uncover the story that already lives inside your brand.

SEE CASE STUDIES
LEARN ABOUT MY PROCESS

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.

  • How talented Kathy was with the designs and how quickly she turned around the materials. I was hoping for an elegant and stylistic logo that felt bold and authentic to my personality. Kathy more than delivered.

    Shaya, SGP Entrenching Equity

  • She took the time to get to know me through conversation and her own research of me. I was hoping for a logo, website, and media that align with my work and who I am. My expectations were greatly met.

    Nielle, Soul Love

  • Kathy's flexibility and various logo options. you provided classy, sophisticated options but all different as well. She walked me through various ways to access my logo and best ways to use it.

    Lilizita, Adventure to Joy

Build Something Aligned & Uniquely Yours

Whether you’re launching your first brand, refreshing an identity, or ready to elevate your digital presence, I’d love to help you create design that feels true, timeless, and unforgettable.

LET'S WORK TOGETHER