Kinde (pronounced same as kind)
I was hired to get the docs up and running and create user experience copy for the product.
Following Marketing team layoffs I became the 'all the content' person.
Kinde was newish to market, and had a distinct brand. In addition to my original role, I also codefied the brand voice, created a content strategy, managed the social media calendar, and supported all marketing activity.
Senior content strategist
Kinde voice & tone guide
Our product audience was mainly developers and new company founders. We spoke directly, honestly, with kindness, without fluff. I created a voice guide with direct line of sight to our business values and vision.
I made the guide short and easy to follow, with the intent of it being applied by technical and non-technical people.
A couple of faves (click for full copy)
Social media posts
Social media was another content job 'on the side' but I worked hard to ensure there was brand consistency, voice, evidence of our product and personality. We had a regular cadence on Twitter, LinkedIn and BlueSky.
You might need to scroll back a bit, I left in September 2025 (but scheduled a few posts for after I was gone).
The documentation site
Managed and published from GitHub with an Astro frontend, the Kinde docs site started as a single hard coded HTML page sourced in Google Docs.
As the dev team grew, I supported fast, continuous development, working with our designer on the UI and creating the docs on the fly and directly in markdown. One of our technical founders used to code up new features on the weekend and I'd have them doc'd and promoted by end of week.
UX and the product voice
As part of my original job description, I worked to establish and incorporate Kinde's voice into the product interface. This was not easy with auth software, which needs to be perceived as both secure and trustworthy, as well as friendly and unique.
I built and defined content patterns, established UI copy components, and got to be creative occasionally - such as for the confirmation toast shown here. Hug a kitten! got a lot of happy feedback.