Team Spotlight: Meet Cara

Cara Wetzel has worked in the marketing and advertising industry for over 20 years. Her background includes studies in communication, creative writing, and design. She has extensive agency experience in New Jersey, New York, and Pennsylvania serving a diverse group of clients, from pharmaceutical companies to higher education institutions. Cara met Kirkpatrick Group founder Katie Regan in 2018, and the two quickly began to collaborate on client projects. These days, Cara is our in-house design guru, creating stunning multi-media designs for websites, ad campaigns, and more. She also specializes in social media and project management with a particular knack for handling complex operations. With her incredible eye for detail and fondness for dad jokes, Cara is an invaluable member of our team and a joy to work with. 

• What led you to a career in design and communications?

After studying communications and working in client services, I ended up going to design school because I thought I could do a better job if I really understood the design element of it. There were times where I felt like certain projects would be easier if I knew how to do design work because it took so long to request edits from the design team. I started to resize things and create files on my own, and eventually I attended the Art Institute of Pittsburgh. I created a niche within the ad agencies by becoming a one-man shop, which made it easy to shift to consulting when I had kids.  

• How would you describe your design aesthetic?

It is extremely minimal. I like to have one focal point, like polka dots for example, and have the rest of the elements support that. I like my fonts simple – I hate working with serif fonts – and can’t stand double spaces after periods. I am a stickler for symmetry and even spacing and I love a good level line. Although my approach is always simple and clean, I try to come up with different creative features for each client.

• What do you think makes Kirkpatrick Group stand out in our field?

I love the way Kirkpatrick Group is made up of smart people with common sense. Anything that we send to a client includes so much forethought and strategy. Our operations are straightforward and streamlined, and I think we are able to get a lot more done in a lot less time. As a team, our individual successes are everyone’s successes and we are happy to celebrate each other. 

• Are there any misconceptions about our line of work that you wish you could dispel?

People who aren’t in the industry think it is much easier than it is. There is a lot of branding that goes into successful designs; they are not just pretty colors and fonts. People also tend to think PR is super fun and easy, but it requires a lot of planning to avoid being reactive. Communication is fun, but there is real work involved.

• What is the most valuable lesson you’ve learned in your career?

Transparency is vital. Be honest if something is out of your league or if you messed up. You can still come across as a professional while being transparent and setting realistic expectations. That includes being responsive. Clients appreciate it when you acknowledge receipt and let them know you are working on a project. 

• Do you have a motto or favorite quote?

You’re going to get what you give. What you put out is what will come right back to you.

• What is one bucket list item you have completed?

I ran a marathon. Everyone said I would want to do another one after I crossed the finish line, but I never want to do that again in my life. I was happy to be done.

We also lived in Shanghai when our kids were babies. It was scary at first, but we did it and had a lot of fun.

• What’s something—big or small—that you’re really good at?

It drives my kids crazy, but I love word play. It’s like a poem is happening at all times in my head. 

• What is your favorite place you’ve ever traveled?

We went to Maui last year and I loved it. You can look at the water, see huge mountains, and go for a walk through the rainforest all in one place. It was a sensory overload in a good way. 

• What is one thing you can’t live without?

I love sparkling water. I like soda but I know it’s not good for me, so in lieu of soda I’ll have sparkling water with a splash of apple cider vinegar in it. It gives it a great little kick.

• What’s your favorite movie?

My favorite genre is Lifetime mystery movies. I’ve probably seen all of them. My phone is full of screen grabs of Facebook page discussions about old Lifetime movies. The Christmas ones aren’t my favorite, but I am a big fan of Christmas during the holiday season (which starts in September).