Kaitlyn Wolfe
We love when we find a winding journey that brings creative talent into design by chance. A graduate of science, biology, and neuroscience, Arizona-based creative Kaitlyn Wolfe didn’t set out to be the powerhouse design and build entrepreneur that she is today. It just goes to show that’s what is meant for you, will find you. Meet Kaitlyn.
DS: Hi Kaitlyn! Welcome to Design Storytellers! We are excited to dive in and hear about your career. Tell us about yourself.
KW: Thank you! I’ve got a few things going on that I am really proud of and happy about. I am the owner, principal designer, and general contractor of Iconic by Kaitlyn Wolfe Studio, which has been in operation since 2016. We specialize in full-gut remodels and custom homes. I also have a custom furniture fabrication brand called Ground Floor that launched last year. And, we are getting ready to debut a new tile line, Substrate, further rounding out our offerings.
DS: Wow! You must stay quite busy. Often, clients are sort of project managing in between designers and builders, but you’re the central point of both of those functions. What do you love about that, about covering both design and build?
KW: I love the ability to bridge the gap between creativity with functionality, designing spaces that are both beautiful and practical. As both an interior designer and general contractor, I get to oversee every detail from concept to completion, ensuring that the vision comes to life exactly as imagined. But I love seeing my clients' reactions knowing that I've helped create a space that truly feels like home.
DS: Totally. That must be so rewarding. What project are you most proud of in your career so far?
KW: Our business and team continue to grow allowing us to be more particular about the projects we take on. We've not only expanded into an amazing studio but have also opened a showroom for our custom furniture and cabinet line - Ground Floor. What began with small remodels has evolved into designing expansive custom homes, boutique hospitality spaces, and full-gut remodels. Our collaborations with top architects and builders around town have led to some amazing projects. I’m proud of too much to pick just one!
Residential design by Kaitlyn.
DS: The spaces you create are so fresh and modern, but also feel totally livable and warm. Where do you find inspiration for your work?
KW: I find most of my inspiration from nature, mostly visiting National Parks, and in hospitality spaces, specifically boutique hotels. I love traveling and being outdoors. The more time I spend in nature, the more these incredible ideas for new projects come to me. Some of my best color palettes have been influenced by what I see in the natural world. That’s why we incorporate so many organic materials into our designs, like terrazzo, concrete, wood, steel, and plaster. I also love visiting boutique hotels, restaurants, and coffee shops across the country to spark inspiration for materials, lighting, and more, which pushes us to think about how we use materials in fresh, creative ways.
One of the most common compliments I hear about our work is how fresh and new it feels. We design all of our cabinetry custom, and we create a lot of custom furniture and lighting as well. This allows us to really embed that Iconic look and feel into each space. It’s also what inspired us to launch Ground Floor, our product line of lighting, furniture, cabinetry, and functional goods. Each piece in these capsule collections is designed by my team and me.
DS: It all seems very intentional and sort of holistic, all of these pieces working together. What about material? You seem to incorporate so much texture. Which is your favorite?
KW: Steel is my favorite material to incorporate into projects because of its versatility and strength. It offers a sleek, modern aesthetic while providing structural durability that allows for both creative and bold designs.
Residential design by Kaitlyn.
DS: Love that, sleek and strong. Do you have a favorite design style?
KW: Brutalism is definitely my favorite design style because it celebrates the raw, organic materials and those unconventional forms. There's something beautiful about the honesty of it, the way function shapes the design and the structure is laid bare. I love how concrete, steel, and bold geometric shapes give off a sense of strength, but it still leaves room for creativity and softness.
DS: That is so true. I went to a seminar last year in Miami and Brutalism was a major talking point. It gets strong reactions but it’s so beautiful when its done well.
KW: Yes. The simplicity and minimalism of Brutalism just speaks to me, cutting out the excess to reveal something truly intentional.
DS: Do you find inspiration in travel? If so, where are some places you like to visit?
KW: Absolutely. The Dolomites in Northern Italy are absolutely breathtaking. There’s something about the rugged peaks and peaceful valleys that makes me feel so connected to nature. The untouched beauty here is a constant source of inspiration for my work. Mexico City is alive with color and culture. I love how the city blends its rich history with modern creativity. The art, the food, the architecture—it all fuels my imagination and pushes me to think outside the box. Wanaka, New Zealand feels like pure serenity. The mountains, the lakes, everything is so relaxing. It’s a place that always reminds me of the beauty in simplicity, which I incorporate into my designs. And finally, Palm Springs has an incredible mix of mid-century design and desert landscape. I love the laid-back vibe and the way the architecture pops against the natural surroundings. It’s one of my go-to for sourcing unique vintage pieces.
DS: Great mix of destinations. Last question, can you share a few people that you find interesting?
KW: Sure. Frank Lloyd Wright and Kelly Wearstler.
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