Running a Studio as a Married Team: The Truth & Magic
When people hear we’ve run a branding studio together for over 15 years—as both creative partners and life partners—they usually react with a mix of awe and mild alarm.
- 25 June 2025
- Tenderling Team
- 5 min read
“How do you not kill each other?”
“That’s amazing—I could never do that with my spouse.”
But here’s the truth:
Building Tenderling as a married team has been the greatest creative project of our lives.
Our Secret? It’s Not Really a Secret.
It’s rhythm.
It’s roles.
It’s radical respect.
We’ve learned to treat our relationship as seriously as we treat our work—because one feeds the other. When we’re strong at home, we lead better at the studio. When we’re aligned creatively, our clients feel it.
Why It Works (and Sometimes Doesn’t)
Let’s be honest—running a studio together isn’t always a perfect duet.
Sometimes it’s jazz. Sometimes it’s rock and roll. Sometimes it’s just… noise.
But we’ve discovered a few core values that keep us in sync:
- Creative Integrity over Creative Ego
We both have strong opinions. But the idea wins, not the person. We serve the work, not ourselves. - Clear Ownership = Less Conflict
One of us drives strategy. The other drives creative. We collaborate—but we don’t co-pilot everything. - Shared Vision is the Superpower
We built Tenderling to feel like us: smart, soulful, a little magical. When the studio reflects your shared values, the brand becomes an extension of your life—not a competitor to it.
The Magic Part?
Clients feel the alignment.
Our studio doesn’t just deliver design—it delivers peace of mind. Founders trust us because they see the trust between us. And in a world of chaos and constant change, that kind of steady partnership matters.
Coming Soon: Business Duos
This journey has taught us so much—about leadership, love and building something that lasts. That’s why we’re sharing our full playbook in a new project close to our hearts.
Business Duos—a book and companion workbook for married partners in business, launches next year.
It’s full of real stories, honest insights and practical tools to help other couples navigate the beautiful chaos of building something together. Whether you’re co-founders or collaborators, this book is for you.
Lessons for Other Creative Duos
If you’re considering running a business with your spouse (or already are), here’s what we’ve learned:
- Pick a lane—and honor it. Shared vision doesn’t mean shared inboxes.
- Talk like teammates, not just partners. Set weekly “studio standups” just like you would with any team.
- Celebrate the work. High-five each other when you nail a pitch, a logo, a difficult conversation.
A Final Word to Our Clients
When you hire Tenderling, you get more than a creative team.
You get two people who’ve built a life together—by building brands that matter.
We bring everything we’ve got to every project. Because we know what it means to build something that lasts.
