Summer has arrived, and so has another Meet the Team feature. This month we sat down with Senior Graphic Designer Kay Sinclair to chat about life in the creative industry, the thrill of large-scale public installations, and the dog who is absolutely running the show at home.
How long have you been at the agency?
About a month and a half.
What’s surprised you most about agency life so far?
I’ve been surprised with the level of friendliness and community, and everyone working towards a common goal. I was expecting it to be maybe a bit more competitive or individualistic.
What drew you to Show and Tell?
I really wanted to work at a great creative agency in the city, and I love that we're in Osborne Village. I love the neighbourhood! I'd been working in the industry for many years, and having known both McKim and Sherpa, it was interesting to see what they'd become through Show and Tell.
As a Senior Graphic Designer, what does your day-to-day actually look like here?
My days are filled with a lot of projects preparing for production. New designs and layouts, iterations for campaigns, resizing and adapting creative – anything from logo design to image edits to motion graphics.
Your bio mentions "strategic thinking" alongside strong execution. How do those two things work together in your design process?
For me, it’s really about evaluating what the project is, what the client wants, and then also thinking about agency side. If we have two hours to complete something, how are we getting to the final result in that time? It means diving into a project and understanding it from start to finish before you execute, so if questions come up, you can address them ahead of time. It can also mean pitching a creative solve to speed up the process, or meeting the client's needs in a different way that maybe hasn't been considered yet.
You've worked across campaign development, print and digital, large-scale creative – do you have a favourite medium to design for?
Yes, I love wide format print in public installations. Anything that's really large scale and is going to be installed in a public setting is always fun to plan out!
Follow up: Is it just the most rewarding because of the sheer size?
Probably. It’s so impactful and tangible. And the stakes feel high when the production bill is going to be higher and you have a team doing the install.
In your opinion, what separates good design from great design?
I think if it’s really smart. It’s routine to do the same thing over and over, and sometimes that fits the brief. Not everything needs to be groundbreaking. But when something has clearly been considered, it just rings true for me.
What's a recent ad campaign or piece of creative that really stood out to you, and why?
I actually saw one yesterday. I love tennis, and Serena Williams is returning to professional tennis. Nike released a new teaser for the announcement. They must have put it together pretty quickly, but I thought it was just really well executed and clever. The ad shows Serena practicing on court and her phone is just blowing up, because everyone’s heard the news.
What got you interested in graphic design and pursuing it as a career?
I love being creative, and I find it really rewarding to solve problems. Yeah, creative person and I love to solve problems… maybe period!
You spent a big part of your career in the entertainment industry, leading creative for large-scale touring exhibitions – what was that world like, and how did it shape you as a designer?
It was really fast paced work, and I found it super interesting to be involved in so many different parts of a creative campaign. We would do everything from digital ads to out of home to TV spot production. Being involved in all of those pieces and working closely with the marketing team was really satisfying. Seeing the process from A to Z and knowing that you could affect the direction was really rewarding!
With nearly 20 years of work across industries, is there a project or campaign that you're most proud of and what made it stand out to you?
A lot of my favourite projects were while working at an agency specializing in donor recognition. We worked with non-profit clients like the Montreal Children's Hospital Foundation, the Health Sciences Centre Foundation, and Seattle Children's. Each organization is doing truly impactful work in its community. Being part of the design and production process, helping commemorate donors and fundraising campaigns, was incredibly fulfilling.
You have a background in both design and marketing – how does having that marketing foundation change the way you approach design?
Yeah, I think it helps me not get too caught up in chasing options and iterations for design. I can approach a project a little more structured, with a clearer sense of what it is we want to convey and what's going to come across as most effective.
How do you think AI is changing graphic design as a craft?
I think it's making the industry faster, more responsive, and collapsing roles. And it's also pushing craft (love that word for it) back to the forefront. Things that are handmade and original may stand out even more as AI-generated work becomes more commonplace. On the flip side, generative AI tools are really going to shine for campaigns that need to move quickly or have slim budgets. Right now, I find it most helpful for image editing. Think of it like having an assistant who can help you scale, refine, and build on your ideas.
Outside of work, what hobbies or activities do you enjoy most?
I love being outdoors. I love playing tennis with my family and going to the cabin – really just trying to unplug, read books, play games, and spend time doing non-screen-based activities.
Do you have any pets at home you’d like to introduce us to?
I have three – two cats, Seymour and Zooey, and a dog named Kita. Kita definitely has main character energy in our family. She has boundless energy, and it’s always an adventure when she’s around. The cats and Kita mostly get along, though maintaining peace in the household can be a bit of a delicate ecosystem.
Editor's Note: If you ever happen to notice holes in Kay's clothes at work, don't judge. Just know it was Kita.
Is there a show, book, or podcast you've been into lately?
Hmmm… what am I even watching? I watch a lot of trashy Bravo... but the best movie I've seen recently is One Battle After Another. And I'm trying to catch up on Hacks on Crave this summer!
Favourite Winnipeg restaurant, coffee shop, or hidden gem?
Since I love the neighbourhood, I'd say you have to go to Osborne for lunch. Crumb Queen / Andy's Lunch, Pho Hoang, and Zaytoon are my go-tos, and Little Sister or Saints Cafe for coffee.
What advice would you give to someone new at the agency?
Work hard, be nice, and ask questions! If you want something, you have to ask for it.
And on that note – welcome to Show and Tell, Kay. Keep an eye out for our next Meet the Team feature!