Kevin Craft shared their story and experiences with us recently and you can find our conversation below.
Kevin, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What do the first 90 minutes of your day look like?
The first 90 minutes of my day are all about setting the tone before the noise kicks in. I always start with the first 15 to 20 minutes on a personal passion project, something with zero pressure that helps me stay sharp and creatively loose before jumping into client work. From there it is usually a mix of checking messages, mapping out priorities in my task manager, and then easing into my first real task of the day instead of rushing it. On some days I will take my laptop to a coffee shop for a change of scenery, which helps break up the routine and gives me a reset before the day fully ramps up.
Can you briefly introduce yourself and share what makes you or your brand unique?
I am a brand identity designer and the founder of Kevin Craft Co., where I help founders and growing companies build clear, confident visual identities that actually mean something. I started my career after studying design at SCAD and have spent over a decade refining a process that blends strategy, simplicity, and strong visual systems. What makes my work unique is how collaborative and intentional it is. I am focused just as much on the why behind a brand as the way it looks. Right now I am working with a mix of fitness, wellness, and lifestyle brands, all while continuing to push my own creative practice forward through personal projects and education for other designers.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What did you believe about yourself as a child that you no longer believe?
As a kid I believed that the loudest person in the room was always the most important and the most valued, and since that was never me, I assumed I would always be overlooked. I was quieter and more observant, and for a long time I thought that meant I was at a disadvantage.
As I got older, I realized the opposite was true. Listening, noticing details, and thinking before speaking became some of my biggest strengths in both design and business. I no longer believe that volume equals value, and I have seen firsthand that quiet confidence and thoughtful work often speak the loudest.
When did you last change your mind about something important?
I last really changed my mind about something important when I stopped believing that growing faster automatically meant growing better. For a long time I thought the next milestone, the next raise in rates, or the next big client was always the goal.
Over the past year I have shifted toward valuing alignment, sustainability, and depth over constant expansion. That mindset change has affected the kinds of projects I take on, how I define success, and how I protect my time and energy in a much more meaningful way.
Sure, so let’s go deeper into your values and how you think. What are the biggest lies your industry tells itself?
One of the biggest lies the design industry tells itself is that style equals strategy. It’s easy to get caught up in making something look trendy or polished, but that alone doesn’t solve a business problem or help a brand connect with the right people.
Another common misconception is that creativity is purely about inspiration or talent, when in reality it’s mostly about discipline, process, and problem-solving. The work that really lasts and makes an impact is intentional, thoughtful, and grounded in understanding the client, not just what looks cool on a screen.
Okay, so let’s keep going with one more question that means a lot to us: Have you ever gotten what you wanted, and found it did not satisfy you?
Yes, I have. Early on, I landed a large, well-known client and expected it to feel like a huge win, but it didn’t give me the satisfaction I thought it would. What ended up being far more rewarding was helping someone start an entire brand from the ground up, guiding their vision, shaping their identity, and seeing their business grow over time. That work feels meaningful and lasting in a way that even the flashiest clients can’t match.
Contact Info:
- Website: https://kevincraft.co/
- Instagram: https://www.instagram.com/kevincraftco/
- Linkedin: https://www.linkedin.com/in/kevin-craft-1590341b/
- Other: https://dribbble.com/kevVader
Image Credits
Photo by Sara Seeton
https://www.instagram.com/saraseeton
