Kindred Creative

I do my best work with people who are curious. The ones who ask questions, trust the process, aren’t afraid of honest feedback, and care deeply about building a business that feels authentic to who they are.

So this post isn’t about pushing anyone away.

It’s about helping the right people recognize themselves in the way I work.
Because at the end of the day, that’s what Kindred has always been about. Finding your people. 🤍

What if I told you that getting very clear on your brand strategy could be the answer to all of your problems? 😉

Please clap for these perfect brand icons, created by my talented friend, 👏

I loved the process of figuring out exactly what I wanted these to be. They feel so me and so Kindred. This is just one small piece of the brand refresh I’ve been quietly working on behind the scenes.

I’ve had so much fun revisiting my brand over the past few months. After two years of running this business, working with incredible clients, and gaining a clearer understanding of what I want this business to look and feel like, I realized it was time to make sure my branding reflected that growth.

One of the things I’ve learned as both a business owner and a brand strategist is that clarity rarely happens overnight. Sometimes it takes time to understand where you fit, what sets you apart, how you want to communicate, and who you want to serve. That’s not a sign that you’re doing it wrong. It’s part of the process.

The truth is, brands evolve because people evolve. Businesses grow, priorities shift, and new chapters begin. You’re allowed to change your mind. You’re allowed to pivot. You’re allowed to refine your message as you learn more about yourself and the work you’re here to do.

And when that happens, I’ll be right here, helping you make sure everything feels aligned, authentic, and true to who you are and who your brand is today.

꩜ ethOS Elemental Wellness was one of those projects where the brand direction became clear pretty quickly because everything came back to the same idea: the elements.

The entire spa experience is inspired by Earth, Air, Fire, and Water, with the goal of helping people reconnect with themselves and find a little more balance in their everyday lives. Having that foundation made every design decision intuitive.

We created custom icons for each element and built a color palette inspired by nature itself. Greens from the earth. Blues from the water. Warm rust and clay tones. Soft neutrals inspired by air, stone, and slate.

One of my favorite details is the Fibonacci spiral used throughout the brand. The spiral represents Ether, often considered the fifth element, and felt like the perfect symbol for a wellness space centered on connection, harmony, and the natural world.

I love projects like this because the branding doesn’t just look pretty. Every piece of it has a reason for being there. ꩜

One of the biggest misconceptions about branding is that designers just sit around choosing colors and fonts they like all day (I mean I’d be lying if I said that wasn’t part of it, but just hear me out).

But most of the time, there’s a lot more thought behind it.

Every color palette I create is rooted in strategy. I’m thinking about emotion, audience, accessibility, industry expectations, differentiation, and how those colors will actually function in the real world.

A cozy campground shouldn’t feel like a tech startup.
A luxury boutique hotel shouldn’t feel like a children’s birthday party.

Color helps tell the story before a single word is read.

I am working through a lot over here at Kindred- a brand refresh, new services, a *brand new* website, new systems and organization for myself. All while maintaining multiple brands for others and doing project-based work. 🖥️

If you are a freelancer or small business owner I’d love to hear about your own personal systems. What works for you in terms of keeping your space/work/tasks organized? I desperately need a more efficient work flow. I am a natural creative, but not a naturally organized business owner 😜

Some branding I did for Southern Printing 🙌 This MS Gulf Coast institution was recently purchased by new owners. They wanted a rebrand, but in a way that honored the company’s long-standing history. They’ve been around since the 70’s and I wanted to capture a little classic retro vibes. This was such a fun project and I’m really happy with the outcome 🎉

The thing you want is right on the other side of fear- and like I tell my son: “Bravery is being afraid and doing the thing anyway”. Creating the life you want is not without risk, but it’s so worth it. 🤙

I’ve been working behind the scenes on Kindred’s brand.

“What do you mean you build brands? Don’t you already have one?”

Yes, I do! But honestly, overthinking it had me veering off course. And if you work in brand development you know that sometimes the hardest brand to work on and see clearly is your own.

I was trying so hard to fit into the “agency mold.” I looked at what others were doing and wondered why certain things didn’t come naturally to me. I was viewing Kindred as separate from myself, and that’s where things got muddled.

Kindred is me. The only way I can show up authentically is by being myself-writing posts in my own voice, just like I would if we were talking in person. Because when you work with Kindred, you’re working with me. I’m the one you message, email, or collaborate with on a brand or photo shoot. So why was I trying to sound like something else?

I also did what many people encourage: hyper-niching. I thought it was the key to attracting the types of businesses and brands I wanted to work with. But after a couple of years of reflection, I realized that the brands I truly want to partner with are the ones I personally connect with. Sometimes they fit a specific niche or industry, and sometimes they don’t- and that’s totally okay. If we vibe together, understand each other, and get excited when we talk, then I’m in the right place. You’re a kindred spirit, and I’ve found you!

So, I’m aiming to show up more authentically here. Less polished. More stream of consciousness. I’m done overthinking how strategic my copy sounds. It’s just too hard. When I finally decided to start posting and saying what I genuinely wanted to, it started to feel effortless.

With this mindset shift, I’m working to align the visual elements of Kindred’s brand with what feels like working with me: fun, real, imperfect, interesting, exciting…

I’ll be sharing it all pretty soon, starting with a brand new website. But for now, enjoy this adorable illustration sneak peek, thanks to my super talented friend