GET EXPERIENCE FIRST
The more experience you can get under
your belt before you launch your own
studio, the better, says Kati. “I’m happy
I started my own studio after a decade
of working at studios large and small.
Working at these different studio types
gave me insight into different processes
and structures. I learned what works
and doesn’t work for me, then took those
learnings to my own studio.”BE PREPARED TO WORK
Only launch your own studio if you’re
prepared to work, says Kati. “Although
running my own studio is more fulfilling
than working at a large agency, it’s more
than double the work,” she says. “I’m not
sure I realised this when I made the leap.”SHOW YOUR WORK IN THE BEST LIGHT
Getting your work professionally
photographed is key to being taken
seriously, Kati believes. “I think it’s
important to show your work in a context
that makes it shine the most,” she says.
“It was an easy step for me because my
husband is a photographer. And when we
started to work together on photographing
my projects, that’s when I started to notice
my projects getting more exposure. It
definitely did bring me to the next level.”FIND A WAY TO STAND OUT
As barriers to setting up on your own have
fallen, so the need to differentiate yourself
has risen, notes Kati. “The design business
is becoming more saturated, especially
when it comes to freelance designers
and small studios,” she says. “So, setting
ourselves apart among other studios is
something we’re always conscious of.”PLAY TO YOUR STRENGTHS
Being a single person might seem like
you’re at a disadvantage compared to
larger studios. But Kati believes that, right
now, the opposite is coming true. “Because
of social media, larger brands are being
exposed to smaller studios and designers,”
she explains. “And they’re realising they
don’t have to work with larger studios and
pay huge inflated budgets to get beautiful,
thoughtful design work.”HOW TO FOUND A
SINGLE-PERSON STUDIOKATI FORNER DESIGN
ecommerce website. It was a new CBD
[cannabinol] line that wanted to launch with
a unique and elevated brand in this space.
We started with the branding. We always
require three weeks for the initial branding
phase and we present three to five concepts.
For each concept we show a main logomark,
a submark, colour palette, patterns, as well
as examples of how these elements can
translate to packaging and collateral. This
particular client had no revisions and chose a
direction on the first round, so we moved to
the branding portion quickly.
Solviva was going to launch with a
tincture line as well as gel capsules. We chose
a stock vessel and wanted to print directly
on the glass. So we had our vessels shipped
to the bottle printer. After concepting box
options, the client approved a paper tube
approach for the outer packaging.
The production of the packaging is
typically what takes a majority of the time
with packaging projects. These pieces took
60 days to produce: we had to go through
several rounds of sampling to get the colours
perfect on the bottles.
What are you working on at the moment?
Lots of exciting things. Several jewellery
brands, skincare, and a new CBD line that
I’m super-stoked about.
What’s been your proudest moment as a
studio owner?
I was asked to speak this year at the Brand
New Conference, a two-day event organised
by UnderConsideration focusing on
corporate and brand identity. This was
my first speaking engagement. Public
speaking is my biggest fear and I’d always
decline invitations because of the anxiety
it would cause.
Well, this invitation was something that
I couldn’t pass up. My first presentation was
in front of thousands of people and with
other presenters that I was honoured to be
speaking with.
I also moved into a beautiful new office
space this year and was able to design the
space exactly how I wanted it. This has
always been a dream of mine and it was
finally fulfilled this year.What ambitions do you have?
I’d love to take on more projects with wider
scopes, where we’re involved not only with
the graphic design but also have a hand in
interior spaces. I’m also a huge film buff and
have always wanted to do movie titles and
key art for the movie company A24. Just a
few goals I’m putting out into the universe.How do you see packaging evolving over
the next decade?
I think packaging materials are definitely
going to be more sustainable and we’re going
to see a lot of innovation in that area, which
I’m very excited about. I also see this trend of
products that we have in the past considered
mundane, or even taboo, looking for elevated
design; from feminine products to toilet
paper. I think we’re going to see more and
more of that.Why did you want to be in Los Angeles
rather than Chicago?
The weather. No, really – that’s the main
reason for my move to Los Angeles! I’m
originally from Arizona so I never really got
used to the Chicago winters. Quite honestly,
I’m shocked that I lasted eight years.
It took me a good two years to understand
and love Los Angeles. I love the weirdness
of this city. There are so many hidden
treasures. For example, the best restaurants
in the city are tucked away in unassuming
strip malls. There’s not much that I dislike
about this city.- 91 -
RIGHT
Branding and
packaging created
for Muse + Metta.