Meet Cathy Fromet: Leading with Curiosity

Cathy Fromet’s journey at Guide Studio isn’t just a career path—it’s a testament to evolution, problem-solving, and an unwavering commitment to guiding places and people toward their best potential. Since joining the company in 2004 as an environmental graphic designer, Cathy has worn many hats, filled many gaps, and, in the process, helped shape Guide Studio into what it is today.

Finding Her Way—And Helping Others Do the Same

Cathy’s early years were spent honing her expertise in environmental graphic design and wayfinding. But as Guide Studio grew, so did her curiosity: How do we communicate our value? How do we refine our services? How do we guide our clients beyond just delivering great designs? These questions propelled Cathy into business development, service design, and eventually leadership.

“I’ve always been someone who, if there’s a gap, I instinctively try to fill it or figure out how to address it,” Cathy shares. “But what excites me most now is making sure I’m not the one filling every hole myself—our team is full of people who can shape Guide in ways that align with their own strengths.”

Her ability to balance structure with adaptability is at the heart of her leadership style. From working alongside founder Rachel Downey for years to ultimately stepping into the role of President, Cathy has embraced each phase of her career with a mindset of growth and strategic evolution.

Pivotal Moments & Depicting Projects

For Cathy, the University Circle wayfinding project was a defining moment—not just for her but for Guide Studio as a firm. It was a project that solidified Guide’s approach to signage and wayfinding, laying the groundwork for a structured methodology that has since become a hallmark of their work.

“That project helped shape how we approach wayfinding—not as a one-off design exercise, but as a repeatable, strategic service,” Cathy explains. “It was a pivotal learning experience in understanding the value of consistency and methodology.”

But if you ask her about her proudest achievement, she won’t name a project. Instead, she points to how Guide Studio has evolved into a true place branding consultancy—helping communities tell their stories holistically, not just through logos or signage, but through intentional strategy, messaging, and experience design.

A Leadership Approach Rooted in Strategy and Empathy

Cathy’s role as president is multifaceted. She ensures Guide Studio remains a company that deeply understands its clients—municipalities, parks, universities, and community organizations—who are often stretched thin, wearing multiple hats.

“Our clients need efficiency, clarity, and strategic problem-solving as much as they need great design,” Cathy notes. “We’re not just branding consultants or wayfinding designers—we help them connect the dots between their challenges and the tools that can solve them.”

Her leadership philosophy is heavily influenced by Guide’s adoption of the Entrepreneurial Operating System (EOS), which has reinforced a culture of transparency, accountability, and team-driven problem-solving. “Every business will have challenges—that’s just reality. But I love knowing that we have smart people at the table who can work through them together,” she says.

Cathy has a knack for navigating complex challenges, powered not by superpowers but by a relentless curiosity and a hunger for learning. A self-proclaimed research addict, she finds deep satisfaction in figuring things out—whether that’s industry trends, new technology, or the best way to tackle a strategic challenge.

“I’ve always said if I could be just a professional Google researcher, I’d be happy,” she jokes.

Reading is her ultimate escape outside of work—though she admits it’s more about getting lost in a story than professional development. And, as any working parent knows, raising kids has shaped her leadership just as much as any business strategy. “Being a parent has taught me so much about perspective, adaptability, and understanding that you have way less control than you think,” she reflects. “It’s helped me see the importance of meeting people where they are.”

Looking Ahead

So, where does Cathy see Guide Studio in the next 5 to 10 years? Staying true to its core—helping places define and express their identity—while continuously evolving to better serve clients.

“I think our trajectory has always been clear. We’re here to help our clients be the best versions of themselves. That won’t change,” she says. “But how we do that will continue to evolve based on their needs. We’ll always be listening, refining, and guiding.”