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Building brands with purpose and campaigns that prove it

Hi, I’m Mimi Catherine Wilder. I'm a Senior Brand Designer and Art Director who works across outdoor, lifestyle, and consumer brands. When I’m offline I’m outside.

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I build visual identities, lead campaigns, and create the systems that help brands scale without losing what makes them distinct. I work across brand strategy, concept development, and execution — leading teams and directing collaborators while staying hands-on with the craft.

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I think like a strategist, design like a craftsperson, and care deeply about work that actually means something. I'm drawn to projects where I can build or work within clear brand identity through illustration, campaigns, voice, messaging. I love any project that lets me blur the line between designer and storyteller. I'm happiest when I'm solving for both the system and the soul of a brand.

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get to know me
read my blog

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let’s work together
mimithecoolcat@gmail.com

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brand design
view projects

I’m a Senior Brand Designer

I lead the development of scalable brand systems and creative direction that turn insight into action. I build strong brand foundations and guide vision from early concept through execution — overseeing art direction, identity design, illustration, and campaign development.

FAQs

What Do I Do?

Core Expertise

Brand Strategy & Positioning
Brand Identity Systems
Creative Direction & Art Direction
Integrated Campaign Development
Social & Digital Brand Systems
Illustration & Visual Storytelling

Leadership & Strengths

Strategic Visual Leadership
Building brand systems that scale across teams and channels

Cross-Functional Collaboration
Aligning creative, marketing, and leadership stakeholders

Idea-to-Execution Thinking
Guiding concepts from early exploration to final rollout

Creative Direction
Establishing clear visual priorities and maintaining cohesion

Favorite Project?

I spearheaded the brand identity for Earniva Mastercard from the ground up, working directly with shareholders and internal stakeholders. The role included early-stage brand exploration, naming validation through focus groups, and designing a complete identity system that balanced trust, innovation, and accessibility.