Kinship Brand Identity


Mars Petcare recently created a division called Connected Solutions to uncover new areas of opportunity in the pet care space. When the team came to us, they had an unfinished identity from another agency, introduced by a new name: Kinship. They tasked us with evolving their brand from the ground up through a new messaging strategy, visual identity, and website.


To start, we cleaned up what was already in place. Then, we worked on overhauling the identity system. After an extensive discovery and research process, we landed on three personality traits. Open to all: inviting founders, employees, and investors of all backgrounds to join the kinship. Purposefully Inquisitive: never settling for how things in the industry have always been done. And—most importantly—optimistic: looking forward to a better future for pets and owners alike.
This set the foundation for all the verbal and visual work moving forward. With tone of voice and brand guidelines codified in a brand guideline, we tackled the key part of the project: the launch website. We worked to create a site that will one day be an industry platform, partnering with Shift Lab to develop a robust place for anyone interested in the future of pet care.