Designing Kinddog

Before I design for others, I have to design my own company first.

To create good work, I need a clear system, a peaceful space, and time to focus, so that every project receives the care it deserves.

By designing our company with care, we can design better for you, with clarity, attention, and heart.

1. The Goal

Kinddog is where I grow in both design and life.

Kinddog is how I sharpen my life.
It lets me do what I love every day, to design, learn, and keep getting better.

I’m not chasing financial freedom.
I’m chasing the freedom to create anything I can imagine.
That takes time, patience, and constant practice.

Kinddog gives me the space to grow, both as a designer and as a person.

This is our goal.

2. The Road to Mastery

Where we learn, make mistakes, and keep improving.

If our goal is to live humbly, happily, and master our craft through meaningful work, it will be a long journey, one we may never fully complete.
And that’s okay. What matters is to keep walking, and to stay healthy in both body and mind along the way.

There’s no map for this path.
No one can tell us exactly which direction to go.
We learn by taking wrong turns, finding what’s not for us, and coming back wiser each time.

When we first started, we tried to be kind to everyone and took every opportunity that came our way.
The result was a messy, heavy life, full of work but not full of joy.
I realized I was spending more time solving problems than actually designing.

Looking back, my biggest regret is losing good relationships with good clients, mostly because we didn’t have enough time or energy to take care of them properly.
That’s when I learned the importance of protecting our time for people and projects we truly care about.

Now we know, to walk this road well, we must stay focused.
We’ve stopped doing free concept pitches or quoting projects that aren’t the right fit.
We say “no” more quickly, so we can say a deeper “yes” to what really matters.

This is how we learn our road.

3. The Journey

Building a healthy company for a long journey.

After many lessons from our past mistakes, we’ve learned that a lasting company must be healthy in every way: healthy people, healthy minds, and a healthy business.
Short-term success means nothing if it cannot sustain good energy and good standards.

A healthy business allows our people to live well.
A peaceful mind creates good energy.
Good energy brings better work.
It is a circle, and this is the circle we want to grow from.

Just like taking care of our own body, we must also be careful about what we feed our company.
Every new client and every new project must be chosen wisely.
A wrong decision can easily bring poison, creating stress and a toxic environment that takes away the joy of our craft.

When we first started, we even spelled our name with a small “k” for kinddog. You can still see it in our logo.
Back then, we were like a hungry puppy, eager to eat everything that came our way.
Now, after eight years, we’ve grown into a mature dog, still curious but wiser.

In our early days, our main focus was survival. With a bigger team to feed, I often thought more about cash flow than design.
Over time, we learned what is good food and what is poison, and our team became smaller, lighter, and stronger.

Now, we understand the beauty of being small.
A small, lean team gives us clarity, flexibility, and the power to say “no” to work that is not healthy, so we can focus on what truly matters.

We intentionally keep the number of clients small, allowing us time and attention to serve each one well.
You will not find us heavily promoting on social media, and that is by design.

Our goal is not to become the biggest or make the most profit.
We choose to stay humble, light, and focused on quality.
That simplicity reflects in the designs we create and in the way we work with our clients.

This is how we shape Kinddog.

Thank you for reading.
We hope this story helps you see who we are and what we care about.
If our journey and experience can inspire or support you, we’re happy to share.
Our goal is to create a positive impact on your business and your life, through design that begins with understanding.