Kinship

Design a first-of-its-kind personalized platform for the modern pet parent

A multi-product portfolio as “a house of brands” with limited experiential or visual brand connection, data continuity, or personalization for our customers.

The first digital Pet Parenting platform that leverages shared data, known contexts, creates harmonious, relevant, and seamless experiences for the modern Pet Parent, maximizing funnel conversion across the pet parent journey

Product concepts

Millennial pet parents were interested in all 3 product concepts

Generally, we’ve tried to focus further refinement on moving closer to the visual center put in place as part of the rebranding effort—while pushing on a few specific details.

What to explore further:
If and how darker colors could be used as a background treatment

Thoughtful integration of Plantin—considering rules for how, when, and where it’s used.

Striking the balance between simplicity and richness of data.

Integration of photography

What to avoid:
Use of smaller holding shapes at angles or anything that veers into overly playful visual territory.

Direction 1

Faithfully adapts the brand for the digital space with a strong consideration for accessibility — creating an experience that’s beautiful, functional and built to scale.

Color & Type
Gounded in Kin Brown, color-coded by services. Plantin as hero.

Layout
Wide-ranging
Editorial

Imagery
Treat UGC as editorial content, use spot illustrations to add moments of delight

Direction 2

Evolves the brand ever so slightly — incorporating visual elements that are expected in a digital experience, but with a unique Kinship flavor.

Color & Type
Hero FK Grotesk in card treatment
Lead with light neutral tones

Layout
Ample whitespace
Utilitarian

Imagery
User Generated
Window into realites of pet parenting