close

MENU

MENU

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

the Team Behind Waterloo Street

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

It Started on Waterloo Street.

Now It's So Much More.

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.

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.

"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."

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 Makes Waterloo Different?

We Actually Give a Damn.

Let's Build Your Brand
Our roots in digital marketing mean we understand conversion, visibility, and performance. We design for results.

We Know Marketing Inside and Out

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 Bring Big Sister Energy

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.

Strategy Comes First, Always

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

We're Not Template Pushers

What Sets Us Apart:

What Sets Us Apart:

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

Value 6: Growth Mindset

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 5: Bold Leadership

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 4: Creativity With Depth

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 3: Authentic Care

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 2: Strategy First

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 1: Empowerment

The Values That Drive Every Brand We Build

The Values That Drive Every Brand We Build

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 1: Empowerment

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

Value 2: Strategy First

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 3: Authentic Care

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 4: Creativity With Depth

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 5: Bold Leadership

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

Value 6: Growth Mindset

The Faces Behind the Brands

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." 

Co-Founder & Creative Strategist

Rachel Samlall Whitfield

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.

Co-Founder & Lead Designer

Hannah Samlall

Ready to Start? Let's Talk

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.

Our Process: Strategy, Story,

and a Whole Lot of Care

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 1: Discovery & Strategy

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

Step 2: Concept Development

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 3: Design & Refinement

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.

Step 4: Launch & Beyond

Book Your Strategy Call

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.

Let's Build Something Unforgettable.

Terms

site credit