Our Strategy

We do much more than slap your logo on the wall. We know the secret sauce to a successful retail experience that establishes trust, builds community, and keeps customers coming back time and time again.

  • We build experiences that give visitors a reason to want to return. Whether it’s an unexpected visual moment, or the compelling storytelling that guides visitors along their journey, these positive moments leave the customer wanting more.

  • Your audience knows when an experience feels authentic. We help steer you towards materials and messaging that feel true to your brand and target audience.

  • Our passion is creating better spaces that encourage community growth. When you build a local community around your brand everyone benefits from it.

  • We love supporting brands that are doing good in the world and tell their story in an impactful way. We use graphics and imagery to encourage customers to explore and engage with not just your brand, but the world outside.

Founder &
principal designer

Image of Katie, the founder of Feels on Brand.

Katie Soulé

Retail Experience Designer and
Founder of Feels on Brand

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, HOKA, Cotopaxi, and UGG. She is trusted in the outdoor industry crafting Retail, Wholesale, and Tradeshow environments. 

Her latest venture, Feels on Brand, elevates purpose-driven brands to thrive in the ever-competitive retail space. Together, we'll help navigate designing and implementing your next retail brand experience.

Our Purpose

We commit to using our creativity for good in the world. We dedicate ourselves to creating unforgettable retail spaces that enhance communities and enable more people to connect with the outdoors. 

Our Process

We value clear communication and a mutual understanding of the expectations of both client and designer. We want you to be pleased with the process as much as the final outcome.

  • We inventory existing conditions and understand your project goals. Doing a deep dive into your brand’s essence we acquire a feeling for your space. We research your audience and formulate the best way to reach them. We analyze the built environment of your competitors and understand visual benchmarks for your target markets.

  • We provide concepts that are unique to your space and brand’s identity and align with your programming goals. We will solidify the space plan, concept brand-driven graphics, and share interior design concepts, all visualized in three dimensions.

  • We transform the approved concepts into three dimensional visualizations, detailed floor plans and elevations to be coordinated with other industry professionals. We sample finishes and materials and refine graphic packages as we finesse the final details.

  • We build final design intent guides to make your concepts a reality, prepare art files to go to print, and finalize FF&E spec sheets for client procurement. Your final design intent document, encompassing all phases of creative, is delivered to you at the end of this phase.

 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.

  • Absolutely. We don’t use templates or one-size-fits-all solutions, we know every brand deserves a unique solution.

  • 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.

You know your brand inside and out; we know how to bring it to life in a retail space.