At Designity, we love spotlighting the incredible people behind our creative community, and today, it’s all about Creative Director Caterina T.
Caterina’s design journey began early, after countless childhood trips to art galleries sparked a lifelong love for creativity.
By age 12, she knew graphic design was her calling, going on to build a strong foundation in craft through hands-on, marker-based design long before touching a Mac.
With 15 years of experience across branding, marketing, art direction, and graphic design, Caterina leads with empathy, positivity, and a healthy dose of fun.
A natural problem-solver and team cheerleader, she brings energy to every project, whether she’s guiding creatives, solving complex briefs, or recharging in nature with her dogs.
From Gallery Walls to Graphic Design
Dragged through art galleries as a kid and designing by hand before touching a Mac, Caterina’s creative path was written early, and built with real craft:
1. What first pulled you into the world of design, and when did you realize this was more than just a job — it was your calling?
I used to get dragged around to art galleries and other creative spaces with my mom as a child, and I just always knew I was going to be a graphic designer, from about the age of 12, that’s what I would tell anyone who asked.
So straight out of school, I went off to study Graphic Design. I spent my entire first year designing by hand without even touching a Mac, everything was done using COPIC® Markers, which gave me a really solid foundation in craft.
I realized this was my calling when I discovered how much I loved solving creative problems and making cool creative stuff at college. Who knew you could actually make a living out of it?
2. You’ve been with Designity for about six months now. What initially drew you to the company, and what’s surprised you most since joining?
I loved the idea of learning from a global company that is changing the way we think about Design-as-a-Service and creative teams as a whole. I wasn’t sure how much I would enjoy remote working, as I am such a people person, but I have been pleasantly surprised by how easy it has been to get to know the team.
Even though we are spread all over the world and have never met in person, it still feels like I have proper office colleagues.
Evolving Craft & People-First Leadership
With 15 years across branding, retail, and marketing, Caterina believes great design starts with empathy, adaptability, and never getting too comfortable:
3. With a decade of experience across branding and retail, how would you say your approach to design and leadership has evolved over the years?
I’ve realized that we are all just human beings, and I’ve learned to lean into my empathetic, positive, and fun side when leading a team. It really helps bring out the best in people, and when people feel supported, the work speaks for itself.
Design has changed so much over the years too, and I’ve learned that you can’t get stuck. You have to keep evolving and learning, or you will get left behind. When I was starting out, it was all about print, and now digital is king. The biggest lesson is to never get too comfortable.
4. You describe yourself as detail-obsessed (in the best way). How do you balance high standards with keeping projects moving and teams motivated?
I hold very high standards, and I’m naturally detail-oriented, but I’ve learned to be strategic about where that focus is applied.
The key is recognizing when a piece of work has reached the level of quality we expect, and then keeping things moving so timelines stay intact and teams stay motivated.
5. For designers who want to grow into leadership roles without losing their creative spark, what advice would you give?
Don’t lose your humor. Design is meant to be fun, and if we are not enjoying what we do, then what is the point? Keep asking questions, stay curious, and keep learning as the industry continues to evolve.
Turning Complex Briefs Into Creative Wins
Whether it’s unpacking dense industry jargon or delivering that “aha” moment for clients, Caterina thrives on solving the tricky stuff:
6. As a Creative Director, what part of the role energizes you the most?
That moment when you rise to the challenge of a complicated brief, really get inside the client’s head, and deliver exactly what they needed (without them even realizing what they needed).
Getting that positive feedback at the end is such a buzz.
7. You’re known as a real team cheerleader at Designity. How do you bring positive energy and “good vibes” into projects, especially in a remote-first environment like Designity?
I try to lead with warmth and humor, and I make time to meet my creatives on video calls so we can properly talk things through.
This is especially helpful when delivering more complicated or nuanced feedback or setting the tone for a new project. It’s really important to stay connected and check in often when you are not all in the same room.
8. Is there a project or moment at Designity so far that’s made you think, “Yep, this is exactly why I do what I do”?
Recently, we worked on a challenging brief from a corporate client for an 80-page slide deck full of complex workflows and industry jargon.
We had to properly understand their niche and translate all of that into something that was both beautiful and functional. It was tough, but the team absolutely nailed it, and I was so proud of what we delivered.
Creativity Beyond the Screen (and What’s Next)
When she’s not guiding global teams, Caterina finds inspiration hiking with her dogs, cooking fresh pasta, and exploring what’s next, including AI:
9. When you’re hiking with your dogs or cooking up fresh pasta from scratch, do those moments away from design ever influence how you think creatively?
Oh yes, bigtime. Getting away from my laptop and into nature is the best way to mull over creative ideas and decisions.
You sometimes need to step back and get a bit of perspective to find the right solution.
10. Cooking is its own kind of design process. Do you see any parallels between building a brand and crafting the perfect dish?
Definitely. Don’t stick to the script! I very rarely follow a recipe to a tee, and usually add my own creative flair, and design works in much the same way. Adding your own spice to a project can take it from good to great.
Clients hire us for our creative expertise, so it is important to trust that and not be afraid to push boundaries a little.
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11. As you continue your journey at Designity, what are you most excited to build, explore, or grow into next?
Designity is such a forward-thinking company, so I’m excited to hone my skills in the AI space and explore how those tools can help streamline design processes, freeing us up to focus on more creative and strategic work.
Create Your Best Work at Designity
Whether you’re a Creative Director who thrives on leading strategy, managing timelines, and guiding clients, or a creative who just wants to focus on making great work, Designity has a place for you.
Creative Directors handle the big-picture thinking, feedback, and client communication.
While creatives get consistent projects, reliable income, and the freedom to create without chasing work or drowning in admin.
Same community. Different roles. Shared standards.
If you’re ready for a more sustainable, supportive way to work, join Designity as a Creative Director or a creative and do your best work.
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