From Bedtime Stories to Brand Guidelines

SteinArt – The Business I Grew Between Bedtime Stories and Brand Guidelines

by Kathryn Steinhardt

In 2009, I was pregnant with my second child, working as the only graphic designer in the Queensland office of the No.1 insurance broking firm in the world. It was fast-paced, corporate, and in many ways, impressive on paper – but the “full-time in-office” expectation no longer fit my life. Not with a toddler at home and another baby on the way. So, I made a call: I walked away from corporate life; sold my Suzuki Jimny (yes, I had the original before they became so trendy), and used the money to start my own business.

I called it SteinArt – which is a creative play on my last name “Steinhardt”.

At first, it was about flexibility. I contracted back to the insurance firm here and there, mostly during their overflow periods. But really, I was building something new—not just a business, but a different kind of life.

Running a creative business while raising 3 small children is a balancing act. I worked from home, scheduled client calls around daycare pickups, and kept the business running during nap times and late nights. But the gift was that I never lost my skillset. I got to evolve as a designer, deepen my understanding of small businesses, and apply my corporate experience in a creative way that made a real difference for people who were doing meaningful work.

And I was intentional about growing slowly.

For the first ten years—yes, ten—I said no to growth opportunities that didn’t fit around my family. I didn’t stress about chasing big-name clients or scaling quickly. The kids were young for such a short time, and I didn’t want to miss that. I built a life that let me be there, while quietly building a business rooted in honesty, collaboration, and meaningful work. A life where I could help raise independent, confident, and kind humans. The moment when I knew I got the balance right, was coming home from a late night in the studio to find my teenager had cooked a homemade Barramundi Thai Curry from scratch. And believe me, it was good!

Today, SteinArt is a branding studio that works with coaches, consultants, community organisations, and national institutions—people with high client touchpoints and a lot riding on their brand reputation. What started with business cards and flyers has evolved into full-scale brand guardianship. I don’t fluff up your feed or sprinkle glitter on your logo. I guide, protect, and evolve your brand—keeping your workshop materials, keynotes, print marketing, platforms, socials, and online courses consistent, credible, and powerful.

One of the first moments I thought, “This is real now”, was when I was asked to give a talk to small business owners about branding. I stood there – nervous, excited, a little shocked to be the one holding the mic—and realised: I know this. Not just the design bits, but the why behind it all.

After that, I stepped fully into the role of Brand Guardian. It’s not a title – it’s a promise. My job is to understand your business inside and out, so I can help you show up clearly, consistently, and professionally. That often means working across multiple mediums – graphic design, photography, video, even app designing – because branding isn’t just one touchpoint. It’s every touchpoint.

My best work happens in long-term ongoing relationships. One client I’ve worked with monthly for years has taken me along for the ride from small 1:1 meetings on the waterfront to government contracts, online courses, workshops, keynote speaking and next up – a book. Another has transformed from a generalist coach to a true pioneer in her niche, making real change in a community that lacked support. That’s the kind of impact that keeps me going.

I didn’t always realise how much my values were my edge, until a few years ago during a business retreat. My trusted group and I sat down to define our strengths and values, and that process gave me language for what I’d been doing intuitively for years. Since then, I’ve made those values central to my client relationships—so we’re aligned from the start.

Now, when I onboard a new client, I walk them through those values: honesty, collaboration, and meaningful work. And I hold myself to those too—especially when procrastination creeps in (which it does). If I find myself avoiding something, it’s usually a signal that I’m off-track with my values. That’s when I stop, realign, and lean back into them.

Looking back at 2009 Kathryn, in her late 20s, walking away from a corporate career and betting on herself—I think: That was gutsy. And I’m proud of her. The unexpected gift of building this way is the empathy I’ve developed. Collaborating with other personalities and sectors—Co-ops, Bendigo Community Bank, Qld police, Queensland First Nations Tourism Council—has made me more understanding, more grounded. Less “titles and egos,” more people and purpose.

SteinArt wasn’t built in a straight line. It grew between school drop-offs, late-night edits, and early-morning coffees. But it’s solid. It’s aligned. And it’s mine.

And I wouldn’t have built it any other way.

PHOTO (right/below)

Kathryn is a dedicated supporter of Ladies Who Long Lunch, attending regular LWLL events. Kathryn is a Limelight Business Directory member and both Kirsty and Jo are grateful for her unwavering support and friendship.

In the photo from right to left is; Kathryn Steinhardt and Lauren Micale.

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