Vets are warm, professional and community-minded. Kin's brand needed to be all of these things too. They came to us with a name that meant something, but a brand that didn't (yet). Taking inspiration from the idea of kinship and connection, we rebuilt the brand’s VI from the ground up, bringing warmth, humanity and personality to drive distinctiveness in a category which often feels flat, corporate and samey. The result, a confident, ownable design system built to scale with Kin's community.