13/10/2025
About three years ago I hired an agency to help me do a full rebrand. We worked on the vision together, they went off to execute… and when the first version came back, it just wasn’t me. We revised and revised, but it never clicked.
Not their fault. Through the process I realized I’m an impossible client for agencies. It’s important to me to have a deep emotional connection to the finished product and I found that for me, it comes from being deeply involved in the creation itself.
So I scrapped the whole thing. Yes, after paying quite a big sum 💸. Painful lesson, but a needed one.
Now I knew what I didn’t want, but I didn’t yet know how to create what I did want. So I stayed stuck. Until years later, one morning in Thailand (Thailand can be magical like that), something shifted.
The vision for how things should feel finally fully landed in my system. I started pulling references, visuals, creating mood boards - the whole thing. Hours and hours passed by in this creative vortex, and when I finally came out, I knew I had something that felt like me.
Once I had the visual language I loved, we got to work with my creative team (support that i didn’t have 3 years ago) and I loved every second of our creative collaboration.
Now, many months later, the new KD identity and website is (almost) here. And I couldn’t be more excited! 🫶🏼
This isn’t just a new look - it is the start of a new chapter. One I finally feel aligned with.
And I hope it resonates with you too.