#8b4d38
Nutmeg
The Brand & Website Designer Who Somehow “Gets You”… Even When You Can’t Explain What You Want.
That's exactly why I built Hatched — and exactly why I'm the right person to help you.
I know what it feels like to start from scratch with nothing but a dream and a whole lot of uncertainty.
Hey y'all — I'm kelbey
If you're juggling 14 tabs, 6 ideas, and 0 direction — I got you.
Piecing together graphics from Canva, courses, and templates that never quite land
Tweaking the same three fonts until you don't even know what looks good anymore
Staring at a DIY website wondering why it isn't giving what you hoped
Most small business owners come to me feeling a little like this:
I wanted to work with people who care about meaning, not just metrics. People who are building something from scratch with real heart behind it. People who light up when everything finally clicks into place.
That shift — watching someone go from unsure to completely grounded in their brand — was the moment I realized this was exactly where I was supposed to be.
Helping a small business owner gain clarity, confidence, and momentum lights me up in a way a corporate campaign never did.
With over a decade of design experience from brands like Kate Spade and TUMI, I had the skills. I just needed the push. So I founded Hatched Design Co. to help women entrepreneurs get the kind of polished, strategic brand I used to build for the big guys — without the corporate budget.
What started as a necessity became my true calling. And I wouldn't trade a single second of it.
I didn't start out designing for small business owners. My career began in the corporate world — fast-moving, high-pressure, and creatively exciting. The kind of environment that teaches you real design, not just trendy design.
When the corporate door closed, I had a choice — find another 9-to-5, or finally go all-in on something of my own.
I chose myself. And honestly? It's the best decision I never planned to make.
My 9-to-5 showed me the door, so I built my own.
How I got to where i am today
Because business should be about more than the bottom line
Here's how I connect, collaborate, and give support in Huntsville, Madison, and beyond.
Supporting women who are building businesses they actually believe in, cheering on mompreneurs who do it all, and making sure our local community keeps thriving is basically why I jump out of bed in the morning.
Alabama Network of Entrepreneurial Women
As Communications + Social Media Coordinator for ANEW, I get to help amplify a community of entrepreneurial-minded women across North Alabama. Every quarter, we gather for networking lunches that feel less like "networking" and more like sitting down with friends who actually get it. From posting to our social media to spreading the word about our speakers, I love providing a space for women to show up, connect, and grow — no pushy sales pitches required.
Madison Mompreneurs
As a member of Madison Mompreneurs, some of my most productive workdays happen at the Madison Public Library, surrounded by moms who are also running businesses, chasing toddlers, and somehow doing both with grace. Madison Mompreneurs is where I go to talk to adults, chat about our to-do lists, and remember that building a business doesn't have to mean building alone. Community over competition isn't just a saying here, it's the whole point.
madison street festival
A long-standing tradition of bringing Madison together, and I get to help behind the scenes. I volunteer my free time at the trusted information booth during the festival, helping visitors find what they need and feel welcomed. I also attend monthly meetings to support the committee year-round, because festivals that feel effortless to attend take a whole lot of planning to pull off. Any organization that can bring a free community block party to life year after year deserves all the support it can get!
Most small business owners come to me stretched thin from making every decision themselves — fonts, colors, layouts, messaging, all of it. When we work together, I take that weight off your shoulders and give you structure, next steps, and clarity.
Clear direction instead of decision fatigue.
We talk about why things work, how your audience thinks, and what will actually move your business forward. Pretty without purpose is just decoration.
Strategy that makes sense, with visuals that support it.
You're allowed to come into this with scattered notes, half-shaped ideas, or a dozen different visions. I bring structure to the chaos. I'll walk you through the strategy in a way that's clear, practical, and easy to understand — so every design choice has a purpose behind it.
A collaborative partner, not a distant contractor.
I don't disappear into the design cave and re-emerge weeks later with something you hardly recognize. We work together, side-by-side, through every step of the process. I listen, ask questions, and make sure your voice and ideas are part of every decision.
Working with me is not a "submit a form and hope for the best" kind of experience.
(Who genuinely cares about your business as much as you do)
(Because multi-passionate doesn't even begin to cover it)
(Sacrificed in the name of great design and fueling late morning sessions)
(Enough to know what works and what's just trendy noise)
You've watched the tutorials. You've downloaded the templates. You've got a Canva folder with approximately 847 versions of "logo_FINAL_v2_actually_final.png."
And yet... something still feels off.
If you're nodding along right now, you're not alone — and you're definitely not bad at this. You're just doing a job you were never trained to do, on top of the job you actually started your business to do. That's a lot of hats for one person.
Here's how to know if it's time to hand the design hat to someone else.
Your website doesn't sound like you anymore
When you first built your site, you used whatever template felt "close enough." A few years later, your business has grown — but your site is still wearing the same outfit from day one. It doesn't sound like you talk. It doesn't show the work you're actually proud of. And honestly? You kind of dread sending people the link.
That gap between who you are now and what your website says is one of the clearest signs it's time for a refresh.
You're spending more time tweaking than running your business
Sunday night. You said you'd "just fix one small thing." Four hours later, you've redesigned the whole homepage, changed your brand colors twice, and you're now deep into a tutorial about kerning.
For a button.
If your evenings keep disappearing into design rabbit holes that never quite get you to "done," that's not a time management problem. That's a sign the DIY route has run its course.
You can't quite explain what makes you different
You know you're good at what you do. Your clients know it too. But when someone lands on your site for the first time, can they tell what makes you different from the next person doing the same thing?
If your brand feels a little generic — like it could belong to anyone — that's usually not a "you" problem. It's a clarity problem. And clarity is something good design solves.
You're scared to send people to your own website
This one stings a little, but it's common: you've started avoiding sharing your own link. Maybe in a Facebook group, maybe with a referral. Not because you don't believe in your work — because you're not sure your website is doing that work justice.
That hesitation is costing you more than you think. Every time you don't share, that's a potential client who never finds you.
So what now?
None of this means you've done anything wrong. It means you've outgrown the version of your brand you built when you were just getting started — which, honestly, is a good problem to have. It means your business has grown.
The next step isn't starting from scratch and re-learning every design tool that exists. It's bringing in someone who already knows the tools, already knows what works, and can translate what's in your head into something that actually looks and feels like you.
That's the whole point of working with a designer who gets small, service-based businesses. Not a cookie-cutter template. Not an agency price tag. Just a brand and website that finally feels like it fits.
Ready to stop tweaking and start showing up with confidence?
Book a free Meet Cute Call — let's talk about what your brand actually needs.
How to know when your DIY brand isn't cutting it anymore
You've watched the tutorials. You've downloaded the templates. You've got a Canva folder with approximately 847 versions of "logo_FINAL_v2_actually_final.png."
And yet... something still feels off.
If you're nodding along right now, you're not alone — and you're definitely not bad at this. You're just doing a job you were never trained to do, on top of the job you actually started your business to do. That's a lot of hats for one person.
Here's how to know if it's time to hand the design hat to someone else.
Your website doesn't sound like you anymore
When you first built your site, you used whatever template felt "close enough." A few years later, your business has grown — but your site is still wearing the same outfit from day one. It doesn't sound like you talk. It doesn't show the work you're actually proud of. And honestly? You kind of dread sending people the link.
That gap between who you are now and what your website says is one of the clearest signs it's time for a refresh.
You're spending more time tweaking than running your business
Sunday night. You said you'd "just fix one small thing." Four hours later, you've redesigned the whole homepage, changed your brand colors twice, and you're now deep into a tutorial about kerning.
For a button.
If your evenings keep disappearing into design rabbit holes that never quite get you to "done," that's not a time management problem. That's a sign the DIY route has run its course.
You can't quite explain what makes you different
You know you're good at what you do. Your clients know it too. But when someone lands on your site for the first time, can they tell what makes you different from the next person doing the same thing?
If your brand feels a little generic — like it could belong to anyone — that's usually not a "you" problem. It's a clarity problem. And clarity is something good design solves.
You're scared to send people to your own website
This one stings a little, but it's common: you've started avoiding sharing your own link. Maybe in a Facebook group, maybe with a referral. Not because you don't believe in your work — because you're not sure your website is doing that work justice.
That hesitation is costing you more than you think. Every time you don't share, that's a potential client who never finds you.
So what now?
None of this means you've done anything wrong. It means you've outgrown the version of your brand you built when you were just getting started — which, honestly, is a good problem to have. It means your business has grown.
The next step isn't starting from scratch and re-learning every design tool that exists. It's bringing in someone who already knows the tools, already knows what works, and can translate what's in your head into something that actually looks and feels like you.
That's the whole point of working with a designer who gets small, service-based businesses. Not a cookie-cutter template. Not an agency price tag. Just a brand and website that finally feels like it fits.
Ready to stop tweaking and start showing up with confidence?
Book a free Meet Cute Call — let's talk about what your brand actually needs.
Start somewhere. The uncertainty doesn't fully go away — you just get better at trusting yourself anyway. And get a brand that actually looks like you mean it. That part helps more than you'd think.
The thing you'd tell every woman starting a business?
Font kerning. I will spot it from across the room and I will not be okay until it's fixed.
The thing you're irrationally particular about?
Notion. It's where my brain lives when it's not scattered across three notebooks and in voice notes.
The app you couldn't live without?
Type C all the way
I will reorganize the entire thing before I start the actual work. New project? Cool, let me rearrange my desk, open a new notebook, and make a color-coded list first.
Biggest personality trait you didn't ask for?
Buying another notebook when I have approximately seven unfinished ones on my desk.
What does your purse say about you?
Buying another notebook when I have approximately seven unfinished ones on my desk.
Guilty pleasure:
Cinnamon cande warmer, working on my laptop from the cozy bed, and watching Virgin River
Current obsession:
(again for the second time)
Who am I outside of Adobe Illustrator and client calls?
CosmoGirl-style Q&A
Not quite ready to book? No pressure — start here instead.