Story
Kindred is a members-only home-swapping network that enables users to live a travel-rich lifestyle by exchanging their residences with trusted peers. Through the power of community, members can connect with kindred spirits and explore new destinations without breaking the bank.
Challenge
With combined Seed and Series A funding of $27 million and recently surpassing the 10k nights booked milestone, Kindred is entering the next phase of its growth. As part of its go-to-market strategy and to continue building trust with its members, Kindred aims to evolve and elevate its brand.
Outcome
Aiming to differentiate from Airbnb and typical SaaS brands, the evolved brand for Kindred draws inspiration from the visual language of interiors, architecture and travel while remaining true to Kindred's brand value of boldness, warmth, aspiration and reliability.
Client
Category
Kindred
Brand Evolution
My Role
Creative Director, Designer, Illustrator
My Contribution
Member Artifact
Joining Kindred is a special and delightful experience, as only homes meeting Kindred's quality standards are accepted. To celebrate this milestone, Kindred wanted to offer members something to mark the occasion. I designed a membership card inspired by luggage tags to convey the feeling of travel. The digital version of the card can be shared on social media, while the design can also be made into a physical item. This asset has the potential to go viral, increasing Kindred's brand awareness and enhancing the members' brand experience.
Kindred's home swapping concept can be challenging to explain to users, I created a series of illustrations that clearly and simply communicated how Kindred works and the various ways members can swap or share their homes.
Website
The redesigned site features simple and straightforward navigation, with a content strategy focused on images and videos. The design incorporates clear calls to action and a 'one-idea-per-page' approach. The homepage showcases video footage of members' homes, sourced from Kindred's social media, reinforcing and leveraging the brand's strong social media presence. A grainy video treatment evokes the nostalgic feel of home videos, contributing to an aesthetic that is warm and familiar.
Social Media
Collateral & Communication
Branded partnerships are n effective way to access new audiences, increase brand awareness beyond owned social media channels and accelerate go-to-market speed. Sponsorship and partnerships with On the Grid—a community-driven city guide created by local creatives—offer perfect synergy with Kindred's design-focused user base through relevant content that draw in new users and elevate the brand.

Reflections & Key Learnings
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