Kiindred Co.

The most impactful project during my time with Kiindred was developing AND establishing Kiindred’s very own brand identity on their social platforms. Their goal was to create engaging and fun content (nothing too mumsy 😛) within their brand guidelines, but they were open to exploring styles that would go well with who they were (relatable and credible). After multiple days of researching and drafting mockups, I decided on a pastel colour scheme with graphics and large, eyecatching copy. I collaborated with the in-house copywriter and founder to smash out tens of graphics each day, to ensure that we had enough images to plan out the feed. I also ensured that we were designing what parents wanted to see - not merely posting content that WE liked. Thanks to Instagram’s analytics tool, I could see which posts were doing better than the rest. I implemented these insights into the new graphics. After consistently posting for a few months, Kiindred’s Instagram followers increased by a whopping 22% - from 18k to 22k followers!

One of my first encounters with User Interface Design was designing landing pages and components for Kiindred’s website. At that time, they were still missing several pages before pushing the website live -- this included a page that featured the Kiindred app. I wanted the page to clearly highlight each feature of the app through both visuals and eyecatching copy. Moreover, I ensured each section also had CTAs that would drive visitors to the App Store or Google Play Store. We wanted conversion more than anything else after all :-) On top of that, I had the amazing opportunity to work with a design intern who happened to be a fantastic illustrator. She helped me design icons and mini illustrations that completed my designs (see top left).