Meet the Team | Brand & Website Designers in Pittsburgh

We're Rachel + Hannah. Sisters, Strategists, and

the Team Behind Waterloo Street

We don't just design brands. We build legacies—one bold, story-driven identity at a time.

Waterloo Street isn't just a name—it's where we grew up. The street where we learned that family means showing up, that trust is earned through action, and that anything worth building takes guts, care, and a refusal to settle.

That's the energy we bring to every brand we touch.

We didn't start as designers. We started as digital marketers—the people behind the scenes making sure campaigns converted, websites performed, and businesses grew. We saw firsthand how many beautiful brands fell flat because they lacked strategy. And how many strategic brands never got noticed because their visuals didn't match their vision.

So we built Waterloo Street to bridge that gap.
Today, we're a boutique creative agency specializing in custom branding and Showit websites for women-led businesses. But we're more than a studio—we're partners. The kind who treat your wins like family milestones and your brand like it's our own.

Now It's So Much More.

It Started on Waterloo Street.

"We build brands that don't just look good—they work. Because at the end of the day, pretty doesn't pay the bills. Strategy does."

We Actually Give a Damn.

What Makes Waterloo Different?

Most studios either deliver surface-level design or drown you in corporate jargon. We do neither.

We lead with strategy, dig deep into your story, and translate it into a brand identity that feels unapologetically you. Bold. Polished. Creative. Grounded. Personal. Powerful.

What Sets Us Apart:

We're Not Template Pushers

No two Waterloo brands ever look alike. Every project is built from scratch and designed to stand out.

Strategy Comes First, Always

We're not here to make things "pretty." We're here to build brands that book clients, command respect, and grow with your business. Every color, font, and layout decision is intentional.

We Bring Big Sister Energy

We'll cheer you on, challenge you when it counts, and always keep your brand's best interest front and center. You're family.

We Know Marketing Inside and Out

Our roots in digital marketing mean we understand conversion, visibility, and performance. We design for results.

Let's Build Your Brand

What Sets Us Apart:

The Values That Drive Every Brand We Build

Value 1: Empowerment

We give clients their confidence back. Every brand we create helps women business owners shed the embarrassment of DIY and step into the pride of owning something fully theirs.

Value 2: Strategy First

Design without depth is just decoration. We root every creative decision in strategy, positioning, and clarity—so your brand doesn't just look good, it works.

Value 3: Authentic Care

We treat every project like it's our own business. That's not a tagline—it's a truth. Our clients feel it in every email, every design revision, and every strategic decision we make together.

Value 4: Creativity With Depth

We don't do cookie-cutter. We create brands that feel lived-in, layered, and true to the people behind them. Real, not recycled.

Value 5: Bold Leadership

We push clients past "safe" and into bold, confident choices that position them as leaders. Think of us as your big sister who won't let you play small.

Value 6: Growth Mindset

We build brands designed to evolve, scale, and last. Your brand should grow with you, not hold you back.

Value 1: Empowerment

We give clients their confidence back. Every brand we create helps women business owners shed the embarrassment of DIY and step into the pride of owning something fully theirs.

The Values That Drive Every Brand We Build

Value 2: Strategy First

Design without depth is just decoration. We root every creative decision in strategy, positioning, and clarity.

Value 3: Authentic Care

We treat every project like it's our own business. Our clients feel it in every email, every design revision, and every strategic decision we make together.

Value 4: Creativity With Depth

We don't do cookie-cutter. We create brands that feel lived-in, layered, and true to the people behind them. Real, not recycled.

Value 5: Bold Leadership

We push clients past "safe" and into bold, confident choices that position them as leaders. Think of us as your big sister who won't let you play small.

Value 6: Growth Mindset

We build brands designed to evolve, scale, and last. Your brand should grow with you, not hold you back.

Hannah Samlall

Co-Founder & Lead Designer

Tiny-detail enthusiast. Community builder. Will judge your font choices.

Hi, I’m Hannah. I’ve been playing with HTML since I was coding my Myspace page (and Rachel’s) at 12, so honestly, ending up here makes a lot of sense. I’ve always been the friend obsessed with making things look and feel different, whether that meant designing yearbook spreads in room 302, or staying up way too late tweaking tiny details no one else would notice.

Somewhere between building communities, launching creative ideas on a whim, and obsessing over good design, I realized most businesses don’t need more content... they need a brand people actually remember. If it feels generic, we’re not done yet.

Rachel Samlall Whitfield

Co-Founder & Creative Strategist

Eldest daughter. Serial hobby starter. Mom of 3 boys.

Hi, I'm Rachel! And I'm the person who builds brands + websites that finally make you proud to send clients your link. I spent the first four years of my career working in corporate NYC. (I promise it's not as sexy as it sounds.) I remember thinking there had to be a better way for clients to update their websites without pages of custom code. So, naturally, I quit my job 6 weeks pregnant with my first son, bought a new laptop, and started Waterloo Street. That baby boy is 8 now, and for his mother's day fun fact sheet at school, he wrote "My mom is really good at making websites."

The Faces Behind the Brands

the team

Jennifer Carfora

designer

Meet Jennifer! Outside the studio, she's a mom and military wife, plays kickball to stay young, and keeps a flock of chickens who definitely think they run the place.

Kayla Batista

Designer

Meet Kayla! Outside the studio, she’s a wife and homeschool mom of two who rarely sits still for long. You’ll usually find her lifting heavy, out in the garden, or tackling another project at home. There’s almost always something being built, grown, designed, or reworked around her. And she will absolutely notice if something is two pixels off.

and a Whole Lot of Care

Our Process: Strategy, Story,

We don't believe in rushing through projects or handing off templated files. Every Waterloo brand is built through a structured, collaborative process that puts your story at the center.

Ready to Start? Let's Talk

Step 1: Discovery & Strategy

We start with deep-dive questions to uncover your brand's core: your story, your audience, your vision, and what sets you apart. This is where strategy gets built.

Step 2: Concept Development

We translate strategy into visual concepts—mood boards, typography, color palettes—that capture the essence of your brand. Bold, intentional, and unmistakably you.

Step 3: Design & Refinement

We design your full brand identity and website, refining every detail until it feels right. This is a collaboration—you're part of the process, not left in the dark.

Step 4: Launch & Beyond

We deliver your brand and website with all the tools, files, and guidance you need to own it confidently. Plus, we're here for support as you grow.

Let's Build Something Unforgettable.

If you're tired of hiding your website, cringing when you share your brand, or watching competitors with polished identities book the clients you want—it's time.

Time to invest in a brand that reflects the level of work you deliver. Time to stop settling for "good enough." Time to build something bold, strategic, and unapologetically you.

Book Your Strategy Call