Kinship launched as Mars Petcare's innovation coalition with an ambitious goal: unite the brightest minds in a $100 billion industry around a shared mission. But ambition needs infrastructure. The kinship.co website needed to evolve from a marketing presence into a working platform, one that could serve three very different audiences with very different needs.

We designed and built three interconnected sections. The News and Events section positioned Kinship as the industry's primary content destination, with filterable content across topics and events designed to keep founders, investors, and professionals informed and connected. The Careers section went beyond Kinship's own openings to aggregate roles across the broader pet care startup ecosystem, giving job seekers a single place to discover opportunities across the coalition and giving founders access to a vetted talent pool. The Startup Engagement section gave early-stage pet care companies a direct path into the Kinship network, connecting them to investors, seasoned founders, and the resources they needed to grow.

Each section was built independently for ease of maintenance and future updates, with a shared design system and creative strategy developed in close collaboration with the Kinship team. The platform gave Kinship the digital presence to match its ambitions, and the tools to grow both into it.