Designing for Inclusivity – Interview with Katie Smetherman Holmes on Why It Matters More Than Ever
At Brainz Magazine, we’re proud to spotlight voices that lead with purpose, clarity, and compassion, like our Executive Contributor Katie Smetherman Holmes. As CEO and Master Brand Strategist of Brand Studio Creative, Katie brings over a decade of experience helping entrepreneurs build brands that are as inclusive as they are impactful. Known for her emotionally intelligent, strategy-first approach, she blends aesthetics with intention to create identities that resonate across cultures and communities. In her role as Executive Contributor, Katie offers fresh perspectives on branding through the lens of empathy and accessibility. In this exclusive Q&A, she shared why designing for inclusivity isn’t just a trend; it’s a responsibility.
Katie, when we discuss “inclusive design” in branding, what does that term really mean to you?
For me, inclusive design is about building a brand experience that makes everyone feel seen, safe, and considered. It’s not just about checking diversity boxes; it’s about creating with empathy from the start. That means considering the language we use, how different cultures interpret our visuals, and whether individuals with disabilities can access and understand our content. When we design inclusively, we design with humanity in mind. And that creates trust, which is the foundation of any strong brand.
Where can brands start if they want to be more inclusive, but feel overwhelmed or unsure where to begin?
Start small and stay curious. Being by asking questions like: Who are we excluding right now? Whose voices are missing from our messaging and visuals? I often recommend conducting a content and brand audit, which involves examining your website, marketing materials, and social channels to ask yourself if they accurately reflect the diversity of the people you serve or want to serve. From there, engage with your community, listen deeply, and bring in experts when needed. Inclusivity isn’t about perfection; it’s about progress and intention.
How does inclusivity show up in visual branding, like logos, colors, and design elements?
Inclusivity in visuals is all about representation and accessibility. From the imagery you choose to the contrast of your colors, every element can either invite someone in or leave them out. For example, using diverse photography isn’t just a visual decision; it’s a message: “You belong here.” Ensuring your color palette meets accessibility standards isn’t just a technical requirement; it’s about ensuring that someone with low vision can read your site. It’s the small, thoughtful choices that make the biggest difference.
What are some common mistakes brands make when trying to be inclusive, and how can they course-correct?
I think one of the biggest mistakes is performative inclusivity, posting a diverse image or message without backing it up with real action. People can feel it when it’s surface-level. Another mistake I would say is making assumptions about what inclusivity should look like, instead of engaging the communities you want to represent. My advice? If you make a mistake, own it. Be transparent, keep listening, and stay committed to doing better. Branding is a living process; we’re all learning as we go.
What role would you say inclusivity plays in building trust and long-term loyalty?
Inclusive design goes hand-in-hand with brand trust. When people see themselves reflected in your brand, when your content feels accessible, your language respectful, and your visuals feel real, they’re more likely to feel connected and valued. That connection builds trust, and trust builds loyalty. Consumers today are incredibly intuitive; they can tell when something is performative, or when it's authentic. Inclusive design signals that you’re not just paying attention; you genuinely care. And that’s the kind of brand people want to return to, support, and advocate for.
For entrepreneurs just starting to think about inclusive branding, where’s the best place to begin?
Start with curiosity and a willingness to listen. Inclusive branding isn’t about having all the answers; it’s about asking the right questions and staying open to learning. Begin by auditing your visuals, language, and user experience. Who’s represented? Who’s left out? From there, seek input from diverse perspectives and commit to making small, meaningful changes over time.
You don’t need to overhaul everything overnight. Progress and intentionality matter more than perfection. Inclusive branding is a journey, and every step counts.
What final advice would you give entrepreneurs or creatives who want to build a brand that reflects inclusion, connection, and authenticity?
Start by doing the inner work. Inclusive branding begins with self-awareness. Are you willing to listen, learn, and evolve? Then, lead with empathy. Think about how your brand makes people feel. Do they feel welcomed, understood, or empowered?
Remember, branding isn’t just what you say; it’s how you show up. When you build with heart and intention, your brand becomes more than a business. It becomes a space of belonging.
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