Caiti Franscell


By | Uncategorized

We’re growing at Wayward Kind, which means our team of marketing experts is growing too! To start our year strong, we promoted Caiti Franscell to Senior Project Manager to ensure our clients had a direct line to promoting their impactful work. 

Caiti has the proven ability to take on complex projects, delegate tasks quickly and effectively, and achieve project deadlines with results that often surpass our clients’ expectations. All while leading with compassion and a keen understanding of their ultimate goal. 

Check out our Founder Jules Taggart’s interview with her! 


Jules: Who has influenced your body of work? What did you learn from them? 

Caiti: My first boss Kelly Konis was the first mentor that I had in marketing that had a significant impact on me and my manager experience. I deeply admire the energy she brought into her work and how she lived outside of work. She was a very strategic and beautiful person, and I often approach new projects or challenges from her perspective. 

Kelly helped me to recognize my own leadership qualities at such a young age. She is why I love working in marketing and why I chose to dive deeper into this work. I learned how to manage my work tactfully, and apply a human-centered approach understanding that creating quality work depends on building relationships with people. 

Jules: As the Senior Project Manager at Wayward Kind, what opportunities do you see for our company’s growth? 

Caiti: I see Wayward Kind moving beyond the pandemic and into a space where we can foster greater team collaboration and connect more deeply with clients. I see us growing as a team, and continuing to propel purpose-driven companies forward on a much larger scale.  

Jules: How are your personal values aligned with Wayward Kind’s core values? How does this impact your work?

Caiti: The core value that I most align with is human connection. Wayward Kind is not just another marketing agency, but are real people who are passionate about the work we do. We show up every day with our hearts open, which allows us to have long-lasting relationships with clients. We care about the incredible work our clients are doing and we are determined to make the world a better place. 

Jules: What are you most excited about in 2022?

Caiti: I’m excited to see our team continue to grow and deliver great results for our incredible clients throughout the country. I look forward to learning new ways of fostering a creative environment. One of the things I look forward to the most is Wayward Kind becoming a B-Corp. This will allow us to be more people and culture-focused, which I will help to spearhead. I look forward to putting together different events for our team throughout the year that will allow us more opportunities to give back to our community. 

Jules: In working from home, how do you balance home-life and work-life?

Caiti: My morning routine is key. When I don’t follow it and dive right into work, it’s hard to sustain my energy throughout the day. I balance that by prioritizing myself in the morning and remembering to pause. My non-negotiables are: I take a walk, step away from the computer, and soak in some San Diego sunshine. I am grateful that our company allows us the opportunities to do these very important things. 

Jules: Your morning routine sounds key. Tell me more about that!

Caiti: The morning is my sacred time. I like to take care of myself first. I often ask myself, “what do I need in this moment?” I created a self-care menu from where I can choose different routines so that my mornings never feel mundane. I love to take time to center myself and ground myself. I light palo santo for meditating and have cacao for heart centering. I may take a walk around the block, or do some light stretching and yoga. I need to ground and center myself before taking the day on.



Jules: What does your perfect day off look like?  

Caiti: I love to explore San Diego so I would start with a morning walk at Sunset Cliffs with a vanilla latte. I’d join a yoga class, spend time with friends and family, and end my day at one of our city’s amazing restaurants. 

Jules: If you could get advice from any person, living or dead, who would it be? 

Caiti: It would have to be my grandma. She passed away when I was 12 or 13 and she was such a beautiful soul. She lived such a cool life, started her own tour company, used to travel the whole world. Tapping into her would be an amazing, life-changing experience. 

Jules: What do you believe about yourself?

Caiti: I believe that I can do anything I set my mind to, as long as it aligns with my heart. 


Congratulations Caiti, we are so honored to work with you and we are SO excited to see you take on the Senior Project Manager role!

Looking to re-brand? A website update? Get in touch and let’s talk about what you’re working on.

Welcome Omar Morales, Wayward Kind’s Creative Director

Welcome Omar Morales, Wayward Kind’s Creative Director

By | Team Wayward Kind, Uncategorized

2020 brought us so many exciting new additions to our team, and we are thrilled to introduce you to our Creative Director, Omar Morales! 

As a designer, Omar has held a wide variety of roles, and his work has been influenced by interactions with researchers, designers, engineers, printers, stakeholders, and executives. At the heart of his experience and creative approach is collaboration and empathy.  

Check out our Founder Jules Taggart’s interview with him! 


Jules: Who has influenced your body of work? What did you learn from them? 

Omar: The cliche design leader is Jony Ive of Apple. Most designers would probably find incredible inspiration from his design aesthetic but what draws me to him is his career trajectory. 

He moved from designer, to creative director, to entrepreneur. He manifested change in his life, envisioned this push and pull of form and function. His very life is the embodiment of his design inspiration, the Bauhaus tradition. 

Secondly, I admire his amassment of knowledge and his ability to work so fluidly with the fast paced nature of technology. Over the course of his career he has molded the idea of ‘beauty’ to fit the most prominent spaces of modern life: web design, household items, workplace aesthetics. 

Jules: As Creative Director at Wayward Kind, what opportunities do you see for our company’s growth? 

Omar: I want to cultivate a pool of talent that elevates our team not just with their well established skills, but with their capacity to generate ideas, innovative forms, and new processes. Design moves so quickly with the incredible pace of technological development, so we are in constant demand for new ideas. 

The pool of talent I want to bring to Wayward Kind must have diversity: in experience, in education, in life. And because design is a fast-paced element of our industry, this team has to be collaborative, and open to learning from, and teaching one another. 

Jules: What are you nerding out on right now? 

Omar: Oh, trying to find that balance of the best operational, leadership, and management frameworks that honor both time constraints and creative needs. How can we set the capacity and measure the work that needs to be done for each client creatively while establishing an iterative process? 

Jules: How are your personal values aligned with Wayward Kind’s core values? How does this impact your work?

Omar: I come from a multicultural, nuclear family. A very diverse and inclusive family. And that experience informs my designs, my approach to user experience, my leadership style. But I reached a point in my career where I wanted and needed my work to have impact. I love helping organizations convey the change they are seeking to make in a visual medium. 

Jules: One of the things I love about your work thus far, is your ability to build culture, and to build a team that loves what they do, feels challenged, and is constantly learning. How do you go about doing that and what do you love about the team you’re building? 

Omar: Empowerment. I strive to make sure my team feels they have the ability to go outside of their discipline and feels secure in knowing that curiosity is a core strength. I am constantly asking myself how I can feed and nurture my team’s curiosity. How I can help my team members get to where they need to go, both in their present work and their professional lives. 

Jules: What are you excited about in 2021? 

Omar: Cultural iconography is changing. Groundbreaking icons become trends, and for so long the cultural images have been too narrow. In 2020, a Pandora’s box of new forms was unleashed in which we can see ourselves, and it widened the horizon of perspectives from which we can see and empathize with the world.

Design will follow that democratization of perspective and knowledge. And because of the response the majority of the world had revelations brought to light, we have made space for marginalized perspectives to become trends, which then become normalized. 

We are living in a space of infinite opportunities to design for the diverse world with which we live in. 

Lightning Round: 

Jules: Do you have any rituals? 

Omar: Practicing mindfulness and presence. Focus is important for me to cultivate during the work day and in my personal life. The apps I use for this are Headspace and Calm. 

Jules: What is your favorite way to start the morning? 

Omar: I like to set my intentions for the day. I clear my head and set an agenda and goals for each day. I like the feeling of completion. 

Jules: What is your favorite way to end the day? 

Omar: Holding my wife’s hand. 

Welcome to Wayward Kind Omar, we are so happy you’re here. 

Looking to re-brand? A website update? Get in touch with us to see how Omar’s creative vision can take your ideas and turn them into reality.