Priority Marketing employs 65+ professionals whose areas of expertise span public relations, brand development, web services, social media, creative services, media buying, video production, digital marketing, event planning and more.
Want to learn more about these talented creatives and how they approach their craft?
Agency Access is a monthly feature that gives clients and partners a little insight into our dynamic team. This month, Kate Kintz is sharing her thoughts.
Name: Kate Kintz
Job Title: Art Director
Previous role at Priority Marketing: Senior Graphic Designer
Agency Access Q&A
What first drew you to Priority Marketing?
“What first drew me to Priority Marketing was the people and the relationships I had built with the team over 15 years as a client. I always enjoyed working and collaborating with the team, and over the years, we developed a genuine level of trust and mutual respect. When the opportunity came to become part of the Priority Marketing team, it felt like a natural next step. I was incredibly grateful for the opportunity, and the timing just felt right. I already knew the talent, the culture and the people behind the work, and I was excited to finally be on the other side of the table, working alongside them.”
Why is graphic design so important in establishing a client’s brand?
“For me, great graphic design is what brings a brand to life and gives it a personality. Design is so much more than making something look good; it helps tell a client’s story and communicates who they are and what they stand for. When everything works together visually, it creates a brand that people recognize, remember and trust. To me, the best design is when creativity and strategy come together and the brand feels like it couldn’t belong to anyone else.”
When businesses want a new logo, what questions do you ask before getting started?
“I always want to understand the story behind the business before I start designing. What do they do? Who are they trying to reach? What makes them different? I also want to know what they like and don’t like visually, and where they see the logo being used. Most importantly, I want to understand how they want their brand to feel and what they want people to think when they see it. The more I understand the client and their goals, the more meaningful and authentic the design can be.”
Your designs have won many awards. What project are you most proud of, and why?
“That’s a tough one because there are a few projects that really stand out to me for different reasons. Most recently, I’d say the redesign of the Hoffman Media Group website. It was a challenging project that pushed me creatively and really challenged my skills. I’m proud of where we ended up and feel like I took the site to another level, both for the client and for myself.
“Magic Under the Mangroves will always have a special place in my heart. Having the opportunity to continue working with a company I had a long history with after joining Priority Marketing made that project especially meaningful to me.
“I’ve been lucky to receive quite a few awards over the years, and it’s always meaningful to be recognized by your peers. I’m also a pretty competitive person, so I’d be lying if I said I didn’t enjoy that part of it! But honestly, that’s not why I do what I do. I love the challenge, the creative process and seeing a project come together in a way that makes the client proud. That’s what makes me love what I do.”
Why should businesses hire a professional graphic designer instead of creating DIY logos and designs using AI programs?
“AI can be a great tool, and I use it myself, but there’s a big difference between creating something and creating something that is right for a brand. A professional designer brings experience, strategy, creative perspective and, most importantly, the ability to bring emotion into the design. We ask the questions behind the design. Who is the audience? What does the business stand for? How should the brand make people feel? AI can generate an idea, but it takes a designer to understand the bigger picture and make sure all the pieces work together. At the end of the day, your brand is an investment, and I think it’s worth having a professional make sure it represents your business in the best possible way.”