When Kinship came to us, Mars Petcare's new data-driven division had a name, a rough logo, and a visual identity that wasn't quite working. The opportunity was significant. The foundation needed work.

We started with strategy, working closely with the senior leadership team to define a vision and articulate what made Kinship distinct. That meant identifying key audiences, understanding what motivated them, and developing tailored messaging that could speak to internal and external stakeholders without losing a consistent point of view. The brand voice that emerged was optimistic, open, and purposefully inquisitive, attributes that shaped every element of the visual and verbal identity that followed.

The refined logo and comprehensive identity system gave Kinship something it could grow into. And grow it did. The brand launch was only the beginning. What followed was the most complex website project we've ever taken on, a platform built in partnership with Shift Lab, with an interconnected set of features unlike anything we'd built before, giving Kinship a digital home worthy of an industry innovator.

In a matter of weeks, a division with a rough logo had a brand and a presence ready to unite stakeholders, advance its mission, and take its place in the future of pet care.