Hey, I'm Cate & welcome to Wayfind!
I blend strategy, storytelling, and high-calibre design to position you as the go-to. Not just because it looks good, but because it actually works.
I quit my secure fashion design job to start a biz that gave me freedom. Five years on, I’ve honed my craft and help raise up founders in a niche I love.
Wayfind Studio is where lifestyle brands find their edge—built to naturally align with your people, so you can stop chasing sales and start attracting your community.
approach
Founder
studio
About the...
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The what, how and why
"And why should I become one? "
2/3
Your product connects people to the outdoors—and for them, it’s not just a hobby, it’s identity ("I'm a surfer" VS. "I surf"). If your brand doesn’t reflect that, you’re missing the connection that drives loyalty (and sales). Lifestyle branding isn’t a bonus—it’s how you stand out and get chosen.
"And what will it get me"
2/3
- Less pushback on price—because your value is obvious
- More “hell yes” stockists, collabs, and opportunities
- A loyal crew who come back, refer you, and rep your gear
- Less selling, more people choosing you on their own
- A brand that backs the life you want to live
✦ Less pushback on price—because your value is obvious ✦ More “hell yes” stockists, collabs, and opportunities ✦ A loyal crew who come back, refer you, and rep your gear ✦ Less selling, more people choosing you on their own ✦ A brand that backs the life you want to live
A great brand tells stories that pull people in and make them feel part of something. We create messaging that builds trust and belonging—so your brand becomes their go-to, time and time again.
Your logo shouldn’t just look good—it should mean something. When your brand stands for a lifestyle, people rep it with pride. That’s how you build recognition and become top of mind.
People don’t just buy because your product is good—they buy because they feel something. Purpose gives them a reason to care, making it easier for them to choose you (and stay loyal).
Identity
community
Purpose
Lifestyle Brand Method™
Sick of feeling lowkey embarrassed by your brand and watching customers choose your competitors? Let's fix that!
The method that makes you the go-to
I WOrk with brands that live outdoors
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I left home at 19 to become a ski bum in Whistler, taught myself to surf later in life—and got totally hooked, and yes, I’ll hike 7 hours just to say “nice view” with snacks.
I’m all about design that looks good and pulls its weight. Like a sofa—if it’s not comfy, what’s the point? Same goes for branding: it should turn heads and do the heavy lifting.
Me in my natural habitat, playing in nature.
DO we vibe?
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McTavish has nailed lifestyle branding by building more than surfboards—they’ve built a culture. Everything from their content to their in-store experience reflects a way of life their audience wants to be part of, making them a brand people choose not just for product, but identity.
Halfdays is redefining the snow scene by building a brand that reflects her lifestyle—not just performance. From bold colourways to relatable content, they’ve created a brand that feels like a community, not just a gear shop—and it’s winning them die-hard fans.
They rose to the top of their industry in just five years—starting as a crowdfunded idea. With a clear purpose to make the outdoors accessible for everyone, they’ve built a thriving community that continues to fuel their growth. Next stop: the US market.
Brands outperforming the big names with go-to lifestyle positining.
