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Kaila started Dox Design in 2018. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Dox Design?
Dox Design was kind of a happy accident. I had the fortunate experience of working in the agency world after I graduated with my Bachelor’s Degree in graphic design, getting into one of the top design agencies in the Midwest and working with some pretty cool national brands.
I was on the fast track to working in a big city like New York which I thought was always my dream… but I quickly realized that working environment wasn't for me. I hated leaving my dogs every day and working a lot of long nights to meet deadlines for projects that didn’t totally inspire me. So here I was, still a fresh post-grad and thinking my career path isn’t what I thought it was going to be.
Identify where your sales are coming from and put your focus there. In today’s world, it’s really easy to fall into the comparison game and feel like everyone else has it figured out—when in reality, that is far from the truth. Stick to what works for you and don’t worry about what everyone else is doing!
To combat my lack of inspiration, I started freelancing here and there on the side doing “passion projects”. Naturally, being a dog mom and engrained in Grand Rapids’ dog community, most of my first clients were dog-walkers and pet-sitters. I quickly saw there was a gap of beautiful branding in the pet industry—every company used the color palette, the same iconography, and the same, premade logos! Woof (literally).
This sparked a passion in me to educate pet businesses on what we have coined “drool-worthy design.” I didn’t just want to be another design agency— I wanted to be something special that really spoke to a group of people I understood. So, I saw a gap in the market and filled it.
Lucky for me, everyone in the pet industry knows each other, so I was quickly introduced to several Facebook groups and amazing “petprenuers,” which was my ah-ha moment that I could actually make a business out of this.
After about 6 months of freelancing under my own name, I filed for an LLC Dox Design (named after my doxies, of course) and before I knew it, the business took off! I was being invited to speak on branding to pet businesses and groups—a subject that wasn’t being tackled and really needed to be.
Contributors to this article:
- Pat Walls, Founder @ Starter Story
- Wiki Updater