Designing for Purpose: Katerina Martir’s Internship at Visceral

Visceral is a San Diego-based creative agency that partners with world-changing organizations to build powerful brands and websites that reflect their values. As a certified B Corporation and a proud member of Business for Good San Diego, Visceral brings design, technology, and strategy together to help nonprofits, foundations, and purpose-driven companies amplify their message and deepen their impact.

This semester, Katerina Martir, a second-year student double majoring in Visual Arts and Marketing at the University of San Diego, joined Visceral as a Social Innovation Intern. Originally from San Juan, Puerto Rico, Katerina brought a unique creative lens, grounded in activism and culture, to her role. Under the guidance of CEO and co-founder Jay Buys, she supported a range of design and strategy projects—from conducting landscape analyses to contributing to site development for mission-driven clients.

Katerina’s experience with Visceral reflects what we aim to create through the Social Innovation Internship: meaningful, project-based experiences that allow students to apply their values and talents in real-world contexts. Led by the Center for Social Innovation and Entrepreneurship and the Career Development Center—and supported by Conscious Capitalism San Diego and a generous grant from the Prebys Foundation—this program is building the next generation of creative professionals who know that design, storytelling, and social change can go hand in hand.

Motivation & Mission

Katerina, what inspired you to apply for the Social Innovation Internship, and how does it support your aspirations?
As I started to develop a deeper interest in graphic design, I was eager for hands-on experience and the chance to make real-world connections. When I read about Visceral, the description spoke to me personally and professionally. As a leader of USD’s Con Cariño Service Ministry, I felt aligned with Visceral’s values—supporting small organizations with compassion, creativity, and mission-driven work. I also believed that my design and marketing interests could contribute meaningfully to their projects.

Jay, why did Visceral join the Social Innovation Internship program, and how does it align with your mission?
We’re always looking for ways to do better and give back. Partnering with a respected institution like USD to help provide real-world experience to a student felt like a powerful way to contribute. We've benefited from many mentors and partners over the years, and we welcome opportunities to pay that forward.

Inside the Internship

Katerina, what does a typical week at Visceral look like? What were your main responsibilities?
One of the things I love about my internship is the variety—each week looks a little different. I’ve had the chance to work with every team member, contributing to projects both familiar and new. One of my main recurring tasks has been conducting landscape analyses for clients, where I evaluate peer websites based on the client’s goals and aesthetic criteria. It’s helped me apply my design instincts and marketing knowledge in a practical, creative way.

Jay, how has Katerina contributed to Visceral’s mission of creating purpose-driven digital experiences?
The nature of a small agency like ours is controlled chaos—every day brings new challenges and opportunities. Katerina has been fantastic at jumping into that flow. She’s edited and entered content for websites, proofed client-facing materials, participated in discovery sessions, and conducted design research. Whatever we’ve given her, she’s completed it with focus and enthusiasm.

Katerina, how has this experience shaped your understanding of how creative work can drive social change?
It’s helped me see that digital platforms and design can be powerful tools for inclusion. For example, we recently worked on a website for a disability rights organization. That process made me more aware of how design can reflect and amplify the voices of underrepresented communities. I’m realizing how much power there is in creating digital spaces that truly reflect an organization’s values and purpose.

Jay, how do young professionals help mission-driven organizations strengthen their digital presence?
The digital world evolves constantly. Young professionals tend to be more in touch with emerging trends and tools—and they bring fresh insight that helps us adapt and stay relevant. They’re also the next generation of activists, donors, and decision-makers, so it’s important they have a voice in shaping these platforms and conversations.

Challenges, Growth, and Insight

Katerina, what was the biggest challenge you faced, and how did you navigate it?
The steepest learning curve was getting familiar with all the tools and software Visceral uses for communication, design, and project management. It was overwhelming at first, especially since website design involves a lot of technical platforms. But the team was incredibly patient and supportive throughout my learning process. I also gave myself permission to take time, ask questions, and trust the learning curve. That made a huge difference.

Jay, what surprised you most about working with Katerina?
Katerina—and many students from her generation—are incredibly engaged with the world and driven to make a difference. It’s inspiring to see someone bring that level of intention and talent into the workplace, especially at such an early stage in their career.

Looking Ahead

Katerina, how has this internship shaped your thoughts about careers in mission-driven design and branding?
It showed me that creating a voice and platform for an organization takes more than just design talent—it takes listening. You have to really understand the organization’s story, mission, and goals to design something meaningful. I’ve come to see that storytelling is the heart of branding and digital strategy, and that makes the work both challenging and incredibly rewarding.

Jay, how do university-industry partnerships like this one help cultivate the next generation of creative professionals?
Sometimes students just need to know that pathways like this exist—that they can use their skills for good. My generation was often told you had to choose between working for a nonprofit and scraping by, or taking a high-paying job that didn’t align with your values. We’re building something different now, and exposing students to those possibilities early on helps keep the momentum going.

Jay, what advice would you give to future Social Innovation interns interested in design and digital strategy?
Network. Network. Network. Whether you love it or not, success often comes down to who you know. Get involved with a community of like-minded people, show up, and build relationships. It will absolutely help you grow your career—and your impact.

Insert photo of Katerina Martir at Visceral here
Caption: “Katerina Martir, USD intern at Visceral”

Looking Forward

At the University of San Diego, we believe the next generation of designers, storytellers, and strategists shouldn’t have to choose between creativity and impact. Purpose-driven companies like Visceral prove that it’s possible to build a successful business while staying true to your values—and to drive meaningful social change through thoughtful, intentional design.

Katerina’s experience this semester showed us how transformative it can be when students are welcomed into that kind of environment. From conducting landscape analyses to contributing to projects for nonprofits and advocacy groups, she brought curiosity, courage, and compassion to her work—and left with a clearer sense of what it means to use her voice as a creative professional.

As we continue to grow the Social Innovation Internship, I’m more confident than ever that experiences like Katerina’s will cultivate the networks, mindsets, and real-world skills that empower the next generation of leaders—leaders who are designing services and organizations that meet social and environmental needs, building economic security for themselves, and helping shape a future where people and communities can flourish.

Written by Andrew Biros, EdD

Senior Director, Center for Social Innovation
Office of the Senior Vice President and Provost
University of San Diego

Acknowledgments

This article is part of the University of San Diego’s Social Innovation Internship, a campus-wide, interdisciplinary program led by the Center for Social Innovation and the Career Development Center. The program is organized in partnership with Conscious Capitalism San Diego and generously supported through a grant from the Prebys Foundation.