We believe success should feel like fresh air and wide-open spaces, with room to live your adventure. That’s the energy we bring to every brand we build.
HUSTLE CULTURE ISN’T FREEDOM
Branding isn’t just about looking good online. It’s about finding clarity, confidence, and connection, so your business supports the life you want to live.
FORGET THE 9-5 GRIND
We’re a women-owned and operated, fully remote team that believes success should leave room for the joy of living. We’re also mothers, so we know what it’s like to juggle all the hats, and how good it feels to finally set a few down.
That’s why we built The Look & The Feel: to take designing and managing your brand and website off your plate, so you can reclaim your time, grow your business with confidence, and create more space for the life you want.
Every project is a journey we take together. With curiosity, creativity, and a spirit of adventure, we’ll help you build a brand that feels true to you, and frees you to define success on your own terms.
We’d love to be your creative partner on your brand journey.
OUR VALUES
We create for purpose-driven brands that are committed to…
CREATING SUSTAINABLE COMMUNITIES
PUTTING GOOD INTO THE WORLD
HONEST & OPEN COMMUNICATION
COMPASSION & INTEGRITY
COLLABORATION & INCLUSION
REFLECTION & INTUITION
MEET OUR FOUNDER
Hi, I’m Callie. I’m an award-winning designer, small business owner, artist, and mom of two.
I founded The Look & The Feel with the belief that branding should feel approachable, impactful, and true to the people behind it. I’ve been working for 15+ years in the design world, with everyone from startups to nonprofits to established companies and corporations, and I’ve learned the best work happens when you drop the formalities and just… be yourself.
When I became a mother, my perspective shifted even more. Success stopped looking like long hours and hustle culture, and started looking like creating space for the things and people you love. It felt like building something meaningful and not just growth for growth’s sake. I felt a pull to work with people who just get it, who care deeply about what they’re building, but who also might be emailing me from the school pickup line or their couch in cat hair-covered sweatpants. (because same!) That mindset continues to shape how I lead The Look & The Feel today, by building brands and websites that give busy, visionary women and small business owners more time back to live the life we’re all working so hard for, not less.
When I’m not designing, you’ll usually find me chasing my two girls on the beach, paddleboarding, or covered in clay at the pottery wheel (check out my work at Sunny Ceramics). For me, adventure and creativity go hand in hand, and I carry that same spirit into every project.
The L&F Dream Team
Meet the talented, adventurous, and creative women (and moms!) who make it all happen.
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 innovative product and service offerings for 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.
Your brand is more than a logo. It’s the compass that keeps your business on course. Whether you’re just setting sail or ready to chart new waters, we’re here to navigate with you.
Let’s build a brand that feels like you, connects with the people you’re here to serve, and leaves plenty of room for life beyond the office.