Kat Novitski
I find the strange idea hiding inside natural brands
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The Weight of a Small Thing: A Saffron Brand Story for Pinterest
An independent creative concept for a six-generation saffron farm in La Mancha (Azafranes Manchegos). Not commissioned by the brand.
Saffron is not just an expensive spice you take out for special occasions. It is a tiny amount of product with its own territory, a long path from flower to thread, and the power to change the character of a dish.
Strategy: make saffron less of a special occasion, and more of a thing people know what to do with.
Problem → Insight → Idea:
Problem: saffron is admired but rarely used. The jar waits in the cupboard for a special day.
Insight: the brand already has everything to answer "how?": threads and ground saffron, dosage and cooking advice, recipes, and the KARKOM line with DOP Azafrán de La Mancha.
Idea: a Pinterest story in two acts. Act one, origin: the field, the flower, three threads. Act two, use: an ordinary day, the jar on the shelf, the family recipe, how much you actually need, the good plates on the table.
This is a strategic direction, not a repositioning. A full brand decision would need the brand's commercial goals and audience data.
8 pins, one mood, one story. I create story-led Pinterest series for small natural and food brands.
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Title:
Hair serum brand: from molecule to ritual
Description:
A science-backed hair serum with a strong clinical claim and a cold, technical image. The problem: women trusted the formula but didn't feel anything for the brand.
Insight: credibility alone doesn't build attachment. People need to understand the science and then feel the ritual.
What I did:
Educational carousel that makes the active ingredient easy to understand (molecule meets hair)
FAQ pins answering real worries, such as use during pregnancy
Campaign world: forest, fog, fire, a two-minute morning ritual
Copy in German and English
Science → Emotion → Ritual.
Created during a marketing internship. Visuals created with AI-assisted tools, concept and art direction by me.
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Title:
Wooden eyewear brand: origin story carousel
Description:
A small eyewear brand making frames by hand from local walnut. The problem: "sustainable" content that looked like everyone else's, all nice product shots and no story.
Insight: people don't buy wood, they buy the hands, the place and the process behind it. The origin is the brand.
What I did:
Brand carousel following one pair from sketch to prototype, production, quality check and finally the face
A recurring visual system: dark wood, warm light, bold headline, gold accent line
Copy with a clear call to action ("Walnut or cherry, which one is yours?")
Positioning, tone of voice and content pillars for a repeatable editorial rhythm
Sketch → Prototype → Production → Wear.
Created during a marketing internship. Visuals created with AI-assisted tools, concept and art direction by me.
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Visual Storytelling: How Images Build Brand Emotion
Creative direction for brand mood: textures, light and objects that make an image feel like a brand. My best performing pin: 5K impressions and 142 pin clicks in a month.
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