
ABOUT US
We build brands that connect.
Whether you're launching something new, evolving an established brand, or aligning a team around a shared vision, we’re here to help. We’re a friendly, agile, and down-to-earth team that loves helping small businesses, nonprofits, and purpose-driven teams refine their brand identity and clarify their message. Together, we’ll create something meaningful that feels like you—and resonates with the people you’re here to serve.
WE'RE THE LOOK & THE FEEL™
We're not just a branding agency; we're your creative partners.
We're a unique breed of branding agency—a nimble, 100% remote team based in Charleston, SC. Our team is a tight-knit group of branding experts scattered across the country united by our love for helping clients create brands that resonate.
Creative, dynamic, and passionate with a love of adventure, we're all about making connections and creating unforgettable brands that stand out and connect deeply with their audience.
We’d love to be your creative partner on your brand journey.
We created The Look & The Feel® drawing inspiration from our collaborative branding process; our design and development experts drive and define the captivating look of a brand—the head-turning prowess of your project. While our team of skilled copywriters and brand strategists refine the feel of your brand. Our approach to messaging and story-crafting leads to the success of each project. This dynamic synergy of look and feel creates a brand that is not only visually engaging but resonates deeply with a brand’s audience and continues to stand above the rest.
Let’s build a better brand, together.
Our work is driven by the success of our clients—your wins are our wins. So whether you're down the street or on the other side of the world, we're here to make your brand journey a successful one.
We work with purpose-driven brands that are committed to…
Putting Good into the World
Collaboration & Inclusion
Reflection & Intuition
Creating Healthier & More Sustainable Communities
Compassion & Integrity
Honest & Open Communication

TRUSTED BY
We're the perfect guide for your exciting brand journey—helping small businesses, nonprofits, and big brands find their footing and create unforgettable connections.
Our Team
Callie Cullum
Creative Director, Founder
Three words to describe me are: determined, adventurous, intrepid
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I'm an award-winning designer and creative director based just outside of Charleston, SC. With a degree in graphic design and 15 years of experience working with a diverse portfolio of clients ranging from government agencies to large corporations, and non-profits to startups, I’ve come to know the many facets of design and how it can help a brand succeed. Design touches us on many levels, it’s inescapable— if done well, it’s a way to better experience the world in which we live. The spaces and things we surround ourselves with, whether on or offline, greatly impact our lives much more than we often realize, so let's make them smart, sustainable, and beautiful. By being intentional throughout all aspects of design, we can create better systems, better experiences, and an overall better world to live in.
Aside from my work as a designer, I love to travel and adventure, and I feel lucky to have already traveled to so many places on my bucket list. One of my all-time favorite corners of the world is Nusa Penida in Bali—it was wild! For me, I draw inspiration from my adventures, whether traveling overseas or journeying to wild places closer to home. I'm constantly exploring, whether it be new restaurants in Charleston or new cultures abroad. I feel most alive when I'm in the water; I can’t get enough of surfing, swimming, or just enjoying the beach. If I were a cocktail, I’d be a jalapeno margarita—strong, spicy, a little sweet, but with a kick, and perfectly suited for a late-night beach party. I live on Johns Island with my husband and two daughters.
Toni Aston
Project Manager
Three words to describe me are: tenacious, patient, adventurous
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I'm a passionate project and relationship manager that prides myself on working hard and having a great time while doing it. Coming from the emergency management, business consulting, and advertising industries, I enjoy getting to use my varied personal and professional background to create exceptional client experiences. If I'm not finding creative solutions to traditional problems, I'm contemplating how to squeeze one more great idea into a plan. Being part of The Look & The Feel means I get to be surrounded by talented, zealous people that drive me to be the best version of myself. When I'm not organizing and executing projects you can usually find me baking, having dance parties with my husband and daughter, or hiking my way through Washington.
Ashley Snow
Administrative Manager
Three words to describe me are: creative, driven, intuitive
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I'm the Administrative Manager, the glue that holds our small but mighty team together. I'm our clients' go-to for support and troubleshooting, helping to ensure everyone has what they need at the start of a project. Based in Northern Virginia, I am a passionate storyteller with a background in acting, writing, and counseling. For the last 16 years, I have traveled the world as an international speaker, helping women overcome trauma and realign to their passions. I’m excited to join The Look & The Feel and I love being part of a like-minded team that supports brands and entrepreneurs in achieving their dreams.
Heather Bowen Ray
Copywriter
Three words to describe me are: clear, resourceful, ebullient
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Heather is a project-based contractor for The Look & The Feel.
I create marketing copy that rings true for intended audiences, often in the holistic wellness and spa sectors. It’s a joy to launch innovatow ive product and service offerings of brands that improve lives. I'm an avid reader of futurist writings and behavior-change literature. I have a Bachelor of Science in Journalism from the University of Kansas and a Master of Science in Marketing from Johns Hopkins University. I live in Boulder County, Colorado, where I enjoy hiking, biking, skiing, Pilates, and pickleball. I’m currently enrolled in Pilates teacher training! The thing I enjoy most is bringing out the best in others.
Katie Bannon
Copywriter
Three words to describe me are: passionate, empathetic, fun-loving
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I’m a writer of memoir and personal essay, and I teach writing at Emerson College, where I recently earned my MFA in creative nonfiction. My essays have appeared in NPR, Salon, Narratively, and more. I’ve worked as a copywriter and editor for the past seven years, and my passion is creating content that “sings” with voice, story, and personality. My experience with market research and brand work, coupled with my creative writing background, provide me with a unique lens for the digital projects I’ve been involved with. I live in the Boston area with my husband, where we can often be found searching for neighborhood cats, going on hikes, and perusing local bookstores.
Nicole Sgroi
Designer
Three words to describe me are: adventurous, supportive, organized
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Nicole Sgroi is an Australian-born designer now based on Long Island, NY. With a passion for all things visual, Nicole helps bring businesses to life through thoughtful and clever design. With a Bachelor of Fine Arts (Interactive & Visual Design) and over 10 years experience, she specializes in brand identity, illustration, and website design. When she's not in the office, you’ll likely find her running, swimming at the beach, or taking photos in new places.
Emma Scott
Designer
Three words to describe me are: positive, witty, honest
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I'm a designer with over ten years of experience. I was born and raised around Toronto, Canada. Whether it's winter or summer, I enjoy outdoor activities, trying new things, and other creative ventures such as sewing or painting. I was initially inspired to get into the industry when I fell in love with funky snowboard deck illustrations as a teen. I love to laugh, so anything comedy-related always keeps me balanced and wanting to create. It has been a rewarding experience to be able to work with such inspiring women and clients across North America with The Look & The Feel creative team.

We work with dynamic organizations and spirited entrepreneurs.
Our branding experts and team of strategists, writers, and designers are ready to support your company’s needs!