As a designer and general contractor, I’ve spent countless hours walking clients through every detail of their projects, from the initial concept to the final reveal. Over the years, one thing has always stood out—the tile selection process can be overwhelming, even for the most seasoned design enthusiasts. With so many options, it’s easy to get lost in trendy designs that don’t align with the home’s architecture or the feeling my clients want to create. That’s why I created SUBSTRATE—a thoughtfully curated tile collection designed to simplify the process and help people make confident, cohesive choices for their spaces.
At Kaitlyn Wolfe, a Scottsdale-based design studio, my design philosophy is always rooted in nature. Living in the desert has given me endless inspiration—warm, earthy tones, rugged textures, and breathtaking landscapes. But my travels to coastal retreats, high-altitude escapes, and vibrant cities have also shaped how I approach design. Each environment offers something unique, and I’ve woven those experiences into SUBSTRATE, creating a collection that reflects different landscapes and moods.
The collection offers something for everyone, whether you’re drawn to serene desert-inspired palettes or playful coastal vibes. To make things even easier, I’ve curated five exclusive sample boxes based on different landscapes: Relaxing in the Desert, Exploring the City, Up in the Mountains, Along the Coast, and KW Picks—a collection of my personal favorites. Each box features a mix of materials—large-format tiles, mosaics, terrazzo, clay, marble, breeze block, and porcelain—all selected to pair seamlessly. No matter how you combine them, you can be sure your space will feel balanced, intentional, and timeless.
For those who want something truly unique, we’ve also created a semi-custom tile line. With 25 color options (all named after U.S. National Parks) and various shapes, you can design a tile pattern that’s entirely your own. Whether you’re dreaming of bold blues or soft neutrals, our color chips sample box allows you to mix, match, and create something one-of-a-kind.
When designing SUBSTRATE, my goal was to not only create beautiful tiles but also to make the specification process easier for homeowners, designers, and builders alike. Each tile in the collection comes with detailed technical spec sheets, high-res imagery, and dedicated customer support. From concept to installation, our team is here to help.
I’m thrilled to share that SUBSTRATE is already being specified in several upcoming ICONIC projects and is now available to consumers, including our custom sample boxes. It’s been a passion project years in the making, and I can’t wait to see how others bring these tiles to life in their own homes. Whether you’re starting fresh or renovating an existing space, SUBSTRATE offers endless opportunities to create something personal, beautiful, and lasting.
Contact information:
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