Kietra ‘s journey to becoming a designer was a blend of serendipity and determination, beginning in her youth with exposure to graphic design in high school. However, her path wasn’t linear. After high school, she initially pursued interior design, earning an associate’s degree and working in the field. But a pull towards graphic design, fueled by her brother’s experience and her own inherent passion, led her to a pivotal decision. “I always loved graphic design,” she recalls, and in 1996, she followed her brother to Bozeman, driven by the idea of change and her creative aspirations.

Upon arriving in Bozeman, Kietra immersed herself in the local design scene, working at Montana Expressions and gradually taking on graphic design projects. She then decided to pursue her bachelor’s degree in graphic design at Montana State University, solidifying her skills and knowledge. During this time, she began building her network, notably with Mike Ray, whose advertising agency provided her with valuable opportunities. Kietra highlighted how these initial projects opened doors to further work and established her presence in the community.

After graduating in 2000, Kietra’s career took off. While initially struggling to land a job at a design agency, she  continued to  build  her  portfolio  and  reputation through freelance work. Her persistence and talent eventually led to the acquisition of Mike Hammond’s client base, marking a significant turning point in her career. “He gave me his book of business, if I would take care of the clients,” she says, emphasizing the opportunity that allowed her to establish her  own  firm, Classic Ink, and carve out her own unique path in the design world.

Kietra Nelson’s experience as a woman designer in Bozeman has been largely defined by her self-assuredness and a focus on her abilities rather than gender-related obstacles. She readily admits, “I don’t think I looked at it that way,” when asked about the specific challenges of being a woman in the field. She emphasizes that she has always possessed a strong sense of self-belief and a “sales skill,” which allowed her to navigate professional interactions with confidence. This perspective highlights her proactive approach, where she concentrated on her capabilities and the quality of her work, rather than dwelling on potential gender disparities.

While acknowledging that some individuals suggested she pursue “women minority grants” or leverage her gender for business advantages, Kietra’s primary focus remained on her work and her team. She states, “I just felt like I was another bozo on the bus,” indicating that she perceived herself as an equal contributor among her peers. 

Notably, she found that her most successful teams were comprised entirely of women, a testament to her belief in their collaborative strength. “The best we ever ran was all women,” she asserts, underscoring her positive experiences working with female colleagues and her preference for that dynamic. Kietra’s experience highlights that, for her, success was driven by her skills, her network, and her ability to build strong working relationships. 

Kietra advice centers on building confidence and embracing continuous learning. She emphasizes the importance of persistence, recalling the story a former employee who consistently expressed her desire to work with Kietra. “She was confident and she just kept trying,” Kietra explains, highlighting how this employee’s determination led to her becoming “one of the best people I ever had.” Kietra also stresses the significance of adapting to the evolving industry, particularly in understanding and leveraging digital tools and social media. “Understanding what the clients are doing and what executions are gonna work best for them,” she advises.

Kietra encourages future designers to trust in their education and embrace the learning process. She emphasizes the importance in “trusting the process.” She advocates for a client-centric approach, emphasizing the need to ask insightful questions and understand the client’s vision. “They never asked the questions I was asking,” she notes, referring to her experience with a client who had previously worked with other freelancers. Ultimately, Kietra urges young designers to be confident, adaptable, and deeply invested in understanding their clients’ needs.