The Kinform philosophy
We believe design should do more than just catch the eye — it should connect. It should make people feel something, tell a story, and leave a lasting impression. Every decision we make, from typography choices to color palettes and layout, is guided by the question: How will this feel? Because when design resonates on an emotional level, it becomes timeless.
We approach every project with curiosity and care, taking the time to truly understand our clients’ vision, values, and audience. From the first conversation to final delivery, our goal is to make the process collaborative and enjoyable. We believe in creating space for reflection, refinement, and thoughtful decision-making — because the best results come from intention, not rush.
Our core values
1. Design that resonates
Creating work that connects on a deeper level.
Our design is inspired by the balance found in nature — calm spaces, soft textures, and effortless simplicity. We believe minimalism doesn’t mean cold or empty; it means making space for what truly matters.
2. A thoughtful process
Intentional design guided by care and collaboration.
We love collaborating with passionate entrepreneurs, creatives, and brands who care about impact and intention. If you’re someone who values thoughtful design and meaningful storytelling, we’d love to help bring your vision to life.
3. Timeless over trend
Crafting enduring designs that outlast fleeting styles.
In a fast-moving world, it can be tempting to chase trends — but we believe truly great design stands the test of time. At Kinform, we focus on creating brands and visuals that feel enduring and relevant for years to come. By grounding every project in strategy, storytelling, and simplicity, the work remains fresh, sophisticated, and connected long after trends fade.
Meet the designer
I’m Leila Howell — designer, storyteller, and the founder of Kinform.
With over a decade of experience in graphic and product design, I’ve worked across a range of industries, from education and tech at Microsoft to purpose-led Australian small businesses. My approach to design is rooted in connection — not just how things look, but how they make people feel. I believe in creating brands that are intentional, thoughtful, and aligned with your values, because when design feels true to you, it resonates more deeply with your audience. After 16 years in Seattle, I’ve returned home to Australia with a renewed sense of purpose: to help brands build their presence with clarity, authenticity, and heart.
The name Kinform is a blend of kin — a nod to connection, community, and shared values — and form, which speaks to the structure and clarity that design brings. It reflects my ethos of creating thoughtful, meaningful design that is both beautiful and rooted in purpose. Kinform is where form and connection meet.
