Our Purpose

To use our creativity for good in the world. We commit to creating unforgettable retail environments to empower female-forward brands creating apparel and gear that allow women and underrepresented groups to belong in the outdoors.

Founder &
principal designer

Image of Katie, the founder of Feels on Brand.

Katie Soulé

Retail Experience Designer

Katie Soulé has cultivated a diverse career as a designer, spanning architecture, interiors, and graphic design. She uses her multi-faceted skills to create brand-driven cohesive retail experiences.

With over 15 years of architecture, in-house brand and design agency experience, Katie has worked with a number of influential brands such as Arc’teryx, Nike, Adidas, and Garmin. She is trusted in the outdoor industry crafting Retail, Wholesale, and Tradeshow environments. 

Her latest venture, Feels on Brand, is built around helping female-forward brands thrive in the ever-competitive retail space. Together, we'll help navigate designing and implementing your next retail brand experience.

 FAQs

  • Yes, you really do! A well-planned store means you attract more customers that want to visit and stay longer. People are finicky and small factors such as poor wayfinding or inconsistent branding can reduce their willingness to return. You need the expertise of a professional to navigate all of these nuances and ensure you get it right the first time around.

  • We believe in transparent pricing, which is why we primarily charge a flat fee for our design work.

    The minimum engagement fee starts at $7,800. Costs are dependent on the size and requirements of your space. We require a 50% retainer to hold a booking.

  • The lead time on an Essential Store Design can be completed in about a month from the agreed-upon start date.

    A Comprehensive Store Design package can be delivered in 2-9 months from the agreed upon start date, but can be dependent on a number of factors including the scope of the project and stage of design.

  • We specialize in retail experience design leveraging your existing branding.

    Don’t have a logo or brand identity package? We can steer you towards some of the best in the industry.

  • Send us a request and we will see if we can meet your need. If we can’t, we will gladly point you to an industry professional that specializes in the area of interest.

  • Generally, yes. If your space is undergoing structural improvements, a change in occupancy, or is over a particular square footage, in most states an architect or engineer is required to submit drawings for permits from the local building department.

    We recommend you engage with an architect to navigate these nuances.

  • No. Because we empower you to make all purchasing decisions and engage directly with suppliers and vendors you get to skip the markup fees.