Leadership

Kate Holgate

Co-Founder,
definite second born

Kate Holgate is the co-founder of Secondborn. An award-winning creative director who has been at it long enough to see trends come full circle, Kate has shaped standout brands across a wide range of industries—from education to outdoor recreation, healthcare to pet care, transit to yes, even toilet paper. When she’s not in ideation mode, she serves as Partner and Executive Creative Director at Noble West, a marketing agency focused on the future of food. With infectious enthusiasm and insatiable curiosity, she inspires teams to create bold ideas that defy expectations. Kate’s superpower is connecting with people—both through creativity and in real life.

When she’s not solving creative challenges, Kate is an active community leader and educator in Boise, Idaho. Her experience includes adjunct teaching at Boise State University and serving on the Advisory Board for the University of Idaho. She also coaches for the National Interscholastic Cycling Association, where eighth-grade girls frequently remind her she is not that fast.

Kate Holgate

Sarah Tjoa

Co-Founder,
classic first born

Sarah Tjoa is the co-founder of Secondborn and also serves as Managing Director and Partner at Noble West. With more than 15 years of experience, she has shaped impactful strategies and campaign platforms for clients including Adidas, Auberge Resorts, Lamb Weston, LA Chargers, Ocean Mist Farms, Visit Napa Valley, Farmhand Foundation, UCLA and Walmart.

Sarah has the rare ability to take a swirl of chaos and distill it into organized, actionable solutions. With a background spanning account planning, creative ideation, brand strategy, data analysis and stakeholder engagement, Sarah is what many would call a “unicorn.” Cliché? Perhaps. But the term was coined for people like her.

Outside of work, Sarah is a passionate cook (with Michelin-level flair), an expert menu-orderer for Kate, a talented painter and a devoted partner to her husband, Bryce, along with their beloved dog, Angus (who she adores just as much as Bryce).

Sarah Tjoa

The Secondborn Squad

Secondborn isn’t built on headcount. It’s built on relationships. We’ve assembled a deep bench of specialists—artists, strategists, writers, producers, photographers, workshop facilitators and more—across every category you can think of. Healthcare. Fashion. Food and beverage. Sustainability. Pet care. Outdoor recreation. Tech. Travel. One common theme? Joyful collaboration where talent meets task.
These aren’t freelancers we found online. They’re people we’ve worked with for years, trust deeply and genuinely enjoy collaborating with. When you work with secondborn, you’re not getting whoever’s available. You’re getting the dream team we’d assemble if it were our own brand on the line.

Even if you’re not a secondborn, we’d still like to chat.

In a world where creativity is under threat, we are here to say she is alive and well and 100% necessary to make change. Because in a world where the word “authentic” has lost all meaning, we’re here to build teams that keep it real, weird and wonderful. Interested in working with us?
Drop us a line