Inside Digital Ink: Kristen Marzelli, Art Director, Digital Ink

When you talk to people at Digital Ink about Kristen Marzelli, Art Director, one theme always comes up: she makes everything better. Her design elevates ideas, her calm steadiness grounds teams, and her energy brings out the best in everyone around her. Ask how she does it, and she’ll likely smile and say it’s simple: keep learning, stay curious, and lead with heart.

Inside Digital Ink celebrates the people who define our culture, drive creative excellence, and turn client visions into reality. This month, we’re highlighting Kristen, a trusted collaborator, creative problem solver, and one of the anchors of our design team.

Kristen’s approach blends artistic intuition with purpose. She transforms concepts into cohesive visual systems that feel both human and strategic. Every project she touches reflects her balance of precision, empathy, and imagination. Beyond her design expertise, Kristen embodies Digital Ink’s core values of integrity, community, and growth. She brings those values to life every day through her work, her mentorship, and the way she lifts others around her.

A Founding Force

Digital Ink’s story is deeply intertwined with Kristen’s. From the very beginning, she helped define what the company looks like, both literally and figuratively. Her design language shaped how Digital Ink presents itself to the world and how its sister brands evolved. Aaron Wells, President and Founder of Digital Ink, BOSS Publishing, and Reboot Magazine, reflects on her lasting impact. “Kristen has been part of the Digital Ink family since the very beginning, and her impact runs through everything we create,” Aaron shares. “She brings the same focus and determination to her design work that she brings to climbing California’s tallest peaks. She is always pushing higher and never settling.”

That drive became especially evident during pivotal rebranding moments. Kristen played a leading role in redefining how Digital Ink and its affiliated brands communicate visually and emotionally with their audiences. From the early identity work that shaped BOSS Magazine to the complete transformation into Reboot Magazine, her hand is evident in every design system, layout, and tone shift. Her ability to translate strategy into cohesive visual storytelling ensured each brand evolution felt fresh yet true to its roots.

“Her creativity has been instrumental not only to Digital Ink’s success but also to the evolution of our sister company, BOSS Magazine, now Reboot Magazine. Her design leadership helped take the brand to new heights.” Aaron adds, “Kristen is a true cornerstone of our team. She is talented, committed, and someone we are proud to call family.”

Her consistency, humility, and creative excellence have made her not just a design leader but part of the company’s DNA. Whether leading rebrand initiatives or refining long-standing assets, Kristen approaches each project with a balance of innovation and respect for history. Those who have worked beside her describe her as the steady compass that keeps creativity on course, always evolving and always aligned with purpose.

The Artist’s Journey

Kristen’s story begins long before her career. “My love for travel stems from my passion for art,” she says. “From a very young age I knew I loved to draw and paint. I was extremely shy growing up, but my parents put crayons in front of me and all I wanted to do was recreate the world as I saw it. Turns out I actually became pretty good at it.”

She still credits her parents for lighting that spark. “Not only did my parents give me the tools to create art, but they also took me to one of the most inspiring places in the world – New York City – multiple times a year to visit family. This is where I first remember feeling so inspired to achieve greatness and never give up on creating goals. The city was so big, bright, energetic, culturally diverse, and visiting my Italian family just added the soul and connection I can still feel through my bones today.”

Her artistic drive led her to the Massachusetts College of Art and Design in Boston, where she focused on Graphic Design. “In college I was determined to go to the best art school and get the best education,” she recalls. “Turns out, computers are not the same as painting and drawing, so it was a bit of a learning curve. I definitely struggled, but I was still determined. Because of my struggles to grasp this new concept of graphic design, I have the foundations from some of the best teachers forever imprinted in my soul.”

After three years in Boston, she was ready for something new – and bold. “I really wanted to get out of Boston (where I’ve lived my whole life) so I found a school in Milan, Italy – Nuova Accademia di Belle Arti – that had a focus in design and I was able to live in Italy for 5 months and study. Little did I know I would discover that there is so much more to the world. Learning about art in the brilliant legacy that is Italy was life changing.”

That time abroad gave her a global lens for creativity. It also gave her courage. When she returned to the U.S., she made another leap. “After graduating college I broke up with my boyfriend, tapped into my adventurous spirit and moved across the country to San Diego completely alone. It was the best decision I’ve ever made. I built my community quickly through CrossFit and being spontaneous enough to live with strangers, strangers who would become my now lifelong friends. I also knew this is where I was going to start my career as a designer. That is when I found the amazing people of BOSS Magazine. It was my DREAM to work for a magazine and after my first interview we connected instantly.”

Her story with Digital Ink began there. “With my driven spirit, once I accomplish a goal, it’s time to create a new one,” she says. “I was thrilled when Aaron, Nick, and Nicola came to me with the idea of growing the company to a full-on marketing agency. Next goal was unlocked: assist in creating a successful marketing agency.”

The company’s evolution mirrored her own. “As the company has grown, I have also grown and it has been an absolute pleasure and honor. I am so proud of what we have created as a family and company and I cannot wait to see where it goes next.”

Even now, Kristen’s curiosity fuels her in more than one direction. “Personally, I started my own company as a Virtuoso Travel Advisor because I may be a little addicted to stress,” she laughs. “But jokes aside – as I have a passion for art and I have been able to share that passion with the world for the last 17 years, I also have a love for travel and the reward I get from helping my clients create lifelong memories and experiences, such as I have, is unmatched.”

Kristen appreciates that blend of balance and growth. “Boston will always be home,” she says, “but I’ve created my adult life here and I don’t want to leave it. It’s a little easier to make a change when a bigger chapter closes – and sunshine helps.”

Staying Inspired Through Collaboration

Kristen often talks about creativity as a conversation, not a solo act. “I stay inspired by continuously asking for feedback and staying open to critique,” she explains. “It is easy to rely on familiar patterns, but collaboration pushes me to think differently. Every challenge deserves its own solution, and learning from others keeps me growing.” Her approach reflects a belief that design is strongest when rooted in dialogue. Kristen sees feedback not as correction but as connection, a way to bring more perspectives, clarity, and purpose into the creative process. That mindset has helped shape a culture at Digital Ink where curiosity, respect, and shared ownership drive every project forward.

Senior Creative and Client Manager, Nick VanMeter, says her collaborative spirit sets the tone for the entire creative team. “Since the day I joined Digital Ink, Kristen has been someone I can count on for clarity and encouragement. She was a huge help in getting me up to speed with the processes and systems we utilize. As I’ve grown into my role, I’ve always felt genuinely supported by her. She keeps communication clear, looks out for the creative team, and helps us do our best work.”

That kind of trust does not happen by accident. Kristen leads through consistency and care, creating an environment where designers feel empowered to take risks and learn from each other. Her leadership combines high standards with empathy, ensuring that the team’s creative output reflects both excellence and collaboration. Kristen gives just as much credit to the people around her. “One thing I have learned from my teammates is to always stay humble,” she says. “I am constantly inspired by their knowledge and their creative approaches. You are who you surround yourself with, and I am surrounded by very smart people. I would be foolish not to learn from them.”

Her humility underscores what makes her leadership so effective. She believes great design is never finished; it evolves through shared insight and genuine respect for the process and the people behind it. That philosophy continues to guide not only her work but the creative heartbeat of Digital Ink itself.

Leadership with Warmth and Purpose

If collaboration defines Kristen’s process, compassion defines her leadership. Her colleagues say she balances professionalism with kindness in a way that makes people feel both guided and supported. Nicola Batchelor, Head of Production and Brand Strategy, captures that perfectly. “It’s a joy to feature Kristen in this month’s newsletter, a colleague and friend whose warmth, dedication, and energy have made a lasting impact on our team and clients alike. Kristen is one of those rare people who combines professionalism with genuine care. Grounded and down to earth, she approaches every task with a sense of responsibility and purpose. Her strong family values, instilled by a loving upbringing, shine through in the way she treats others, with kindness, respect, and positivity.

“In her work, Kristen’s empathy and integrity are matched by her commitment to excellence. She is reliable, thoughtful, and truly invested in the success of her colleagues and clients. Her ability to balance diligence with joy makes her a unique force on our team. She sees ‘fun’ as part of the job and brings lightness and connection wherever she goes. Whether at a meeting or a company gathering, Kristen is the person whose laughter and smile make the whole room come alive.

“Outside of work, Kristen’s passion for growth and balance continues. She is deeply committed to her well-being, running, walking her dog, practicing yoga and meditation, and approaches both body and mind with the same curiosity and dedication she brings to her career. Always learning, always evolving, she strives to be the best version of herself every day. Kristen is a beautiful example of what it means to work with heart. She embodies the values we hold dear as a company, integrity, growth, and community. We’re so fortunate to have her as part of our team.”

A Clear and Practical Approach to Design

Ask Kristen about her favorite design tools and her answer is as practical as it is philosophical. “Figma,” she says immediately. “It is taking over.” For her, design is a way of helping people communicate clearly. “Design should make communication easier, not harder,” she explains. “Whether I’m building a campaign layout or refining a brand system, my goal is to create work that is clear, purposeful, and easy to understand.”

She also offers a refreshingly honest take on creative trends. “I think video is overhyped,” she laughs. “TikTok, YouTube, and Reels are everywhere, but strong marketing delivers a message people can understand instantly. Even if someone has had five tequila shots, they should still get it. That’s why I appreciate videos with text or captions. They make it easier for people to take in the message quickly.” That mix of humor and precision is a hallmark of her work. She wants creativity to make things simpler, not louder.

Kristen’s creativity is fueled by discipline. “Being outside and taking time for myself helps me focus,” she says. “Before I begin a design project, I make sure all loose ends are tied up so I can give my full attention to one creative task. If I am rushed, I rely on the good habits I’ve built over time, but I do my best work when I have space to explore ideas fully.” It’s a routine that mirrors her outlook on life: intentional, grounded, and balanced. Nicola notes that the same care shows up outside the office. “Outside of work, Kristen’s passion for growth and balance continues,” she says. “She is deeply committed to her well-being, running, walking her dog, practicing yoga and meditation, and approaching both body and mind with the same curiosity and dedication she brings to her career. Always learning, always evolving, she strives to be the best version of herself every day.”

Kristen’s creativity doesn’t stop when she logs off. She finds peace in nature and in new experiences. “Disconnecting from Wi-Fi, sleeping on the ground, and hiking to places no car can reach keeps me grounded and happy,” she says. “It reminds me to slow down and appreciate the world around me.” Her passion for exploration eventually became another business. “I started my own company as a Virtuoso Travel Advisor because I may be a little addicted to stress,” she jokes. “But jokes aside—as I have a passion for art and I have been able to share that passion with the world for the last 17 years, I also have a love for travel and the reward I get from helping my clients create lifelong memories and experiences, such as I have, is unmatched.”

Damien Martin, Managing Editor at Digital Ink, sees the same artistry in both pursuits. “Kristen has turned her love for exploration into helping others plan experiences of their own,” he says. “As a Virtuoso travel advisor, she manages every detail so her travelers can focus on enjoying their journey. She brings the same thoughtfulness and precision to travel planning that she brings to her creative work.”

A Lasting Impression

When people describe Kristen, words like “integrity,” “joy,” and “curiosity” surface again and again. Her work speaks for itself, but her presence is what truly transforms teams and projects. She listens carefully, leads with empathy, and brings an unmistakable authenticity to everything she does.

As Nicola put it best: “Kristen is a beautiful example of what it means to work with heart. She embodies the values we hold dear as a company, integrity, growth, and community. We’re so fortunate to have her as part of our team.”

At Digital Ink, Kristen reminds us that creativity isn’t only about what we design. It’s about how we show up, how we connect, and how we bring our best selves to every challenge. And for all of us, that’s what makes working with her so inspiring.