Caitlin Pearl Williams
Q What do you do?
“I create brands and low-carbon websites for conscious independents - purpose-driven founders, creatives, and changemakers - who want to make a meaningful impact on our people and the planet.”
I help them launch resilient, authentic brands that do good and look good. I create websites that have a minimal environmental footprint and are powered by renewable energy. I design for digital & print - and provide print management support from creating briefs for the printer, to sourcing, organising samples, and distributing.
Q What steps did you take to get to where you are now?
The steps I took to get to where I am now are a bit all over the place but without a doubt gave me the knowledge and confidence to be able to do what I do now.
I started my career as a print production assistant for EVT, an Australian and New Zealand hospitality and entertainment group - helping manage all the printed collateral for their venues. Whilst working there I was also studying commercial cookery part-time (I have a lot of interests) but after finishing the course I decided I wasn’t cut out to be a chef - if you’ve watched The Bear you’ll get me. I then moved to a small printing company as the national production manager, and looked after the production of all work that came through the business. I started an online wedding invitation and signage printing side hustle while I worked here, as I had access to the print equipment, and was itching to flex my creative side. During this time, I also completed a Cert IV in Design with The Graphic Design School - and took the exciting leap into working as a Junior Designer for JSG Agency. It was a fun and chill place to work - I learnt a lot from Lauren, the owner, about the finer details of design and how to create playful brands that stand out.
My next role (and last one before I left to freelance full time) was at AIIMS Group - a digital marketing and content creation powerhouse - we did everything. Literally. Branding, websites, apps, SEO, social media marketing, ppc ads, videography, photography, animation, podcasts, content creation - you name it. We had a team specialising in each of these fields and we all learnt best practices from each other. I had the incredible opportunity to work with another senior designer to rebrand AIIMS Group while I worked there - a challenging but rewarding project with an outcome that made it all worth it. I left to focus on my freelance journey in order to connect and help people that care about the same things that I do, spend more time with my gorgeous dog, and give my brain a rest from the ‘fast-paced, high-pressure work environment’ that people are expected to thrive in.
Q How do you stand out in your field?
I genuinely care about making a difference through my work, and helping others to do the same. I have a wealth of knowledge in launching small businesses, digital marketing, print production, and a passion for sustainability. I’m eager to share this with others and support them in making meaningful change.
Q What are you working on right now?
Creating a guide to help conscious independents launch a trustworthy, sustainable business.
Packaging for Old Spike Roastery - a social enterprise in the UK that supports people affected by homelessness through their barista training program.
Branding + packaging design for a fun cooking oil brand - stay tuned.
Q What’s your style?
I have a playful and clean style - I like to grab attention with a sprinkle of playful elements (such as illustrations) whilst keeping overall design clean in order for the message to be noticed. I think it brings a lot of personality to the brands I create.
NoMu! is a great example of this - most people that work with me mention they liked what I did for that brief and want a similar style incorporated into their project.
Q Out of all your slashies, which one do you wish you could do more often?
My interests and skills lie in design + cooking/food. Can I say I’d love a balance between both of those?
Q What is frustrating you right now?
My internal processes - I feel like I never have time to get around to improving them.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Look after my social media accounts.
Q What do you wish you could have told yourself, when, and why?
I wish I could’ve told 25 year old me that I am good enough, stop doubting yourself, forget about what others are doing and what they think - do this for you, you deserve to be happy.
Q If you could talk to an expert to gain more insight on something, what would it be about?
Management - how to lead a team effectively, grow people and make them feel valued.
Q What kind of opportunities/projects are you looking for?
I’d like to work with small business owners, individuals, and other agencies in the social enterprise or NFP space on branding + website projects.
Q Describe your ideal job/client/collaboration.
I love working with people who are open to collaboration, clear about what they want, share like-minded values, and are itching to make a difference.
I recently worked with a great client to create a concept for a new cooking oil brand, and he was open to my suggestions, kept sustainability top of mind, and was great at providing clear feedback. Big yes.
Q: What is your rate?
Hourly rate: $75 AUD
Branding projects can range anywhere between $1200-$4000 AUD depending on the scope.
Websites start at around $3500 AUD depending on the number of pages and design.
Q How should someone approach you about working together?
Shoot me an email at hello@nacarastudio.com.au and fill me in on the details of your brand, ideas and what you want to achieve together.
Q Who is a creative you admire?
Ly Vu @iyvu.lyvu — an artist and creative director I discovered in Hanoi with the most beautiful artistic style.
Q Oh! and… how do you stay creative?
Cooking without a recipe
This member profile was originally published in February 2025.