Who We Are

Kind Arts is a Creative venture, Rooted in Faith. Leveraging Film and Media content with Purpose. Producing high quality, culturally grounded media content that celebrates African stories and voices.

Core Values

Vision

“A world of financial freedom and abundance.”

Mission

A Creative venture where art and innovation meet unforgettable artistic and cinematic storytelling, which is our responsibility. Co-creating a film and media ecosystem where creativity serves and honours both conscience and culture through kindness.

Story Time

Althea de Wet (30), designed in heaven, Rooted in Christ. Created, birthed and raised on The Cape Flats, Mitchells Plain. Cofounded Kind Arts in 2018, officially registered in 2020 during covid, due to unkind experiences in our family in 2015 (social ills, drunk driving, mental health and health). We found that the impact on consumer behaviour in the Orange Economy is saturated with media content negatively contributing to behaviour. Media Content saturation is fueling misinformation, impulsive consumerism, and mental health issues. My passion and purpose given drives me, with our why. Shifting the narrative on the cape flats and in Africa to move people forward, while healing family & generational trauma through artistic expression building legacy and wealth.

Our Logo

The mascara speaks to enhancing natural beauty and celebrating expression, the book represents creative writing and the power of words to tell meaningful stories, and the crayon introduces a sense of fun, playfulness and uninhibited creativity. The African continent anchors the brand in culture, identity and place, while the hand-drawn character of the logo reflects the human, imperfect and expressive nature of creativity.