Kindred is a new home-exchange platform aimed at reinventing travel for a modern audience. Through a community-first approach, Kindred allows members to stay in amazing homes all over the world for a fraction of the cost of other platforms. After securing a round of funding led by investors including Andreessen Horowitz and Bessemer ventures, Kindred’s founders approached A LINE to build a brand designed to support a richer, more human travel experience.
By joining the Kindred community, members become part of an extended family who see a better way to live, work and travel. The new brand therefore needed to feel human and trustworthy, but, also bold and empowering. We needed to create a brand that balanced aspirational, and accessible.
Strategy: Nick Monkhouse
Creative Direction: James Trump
Project Lead: Tess Lenk
Design Director: Brandi Steele
Designer: Mackenzie Pringle
Designer: Michael Taylor
Designer: Grace Cai
Animation: Amelie Haeck
Brand Launch Campaign
Print and Packaging Collateral
We imagined Kindred as the building blocks of a new community, with a series of architectural shapes (doors, archways, windows) forming a bold, flexible design system.
"At its core, Kindred is about human connection. By facilitating organic connections between members who have shared experiences or mutual friends, we create the environment of trust needed to take the leap."
Co-founder and CEO, Justine Palefsky.
The logo was made motion-first; composed of a series of shapes that combined to form a “K”, a rising/setting sun, and an abstracted home.
Art direction is a combination of people and places with a relaxed approach to styling, and using soft, natural light to create a welcoming ease. The color palette is warm and elevated helping the interior and portrait imagery pop. GT Zirkon by Grilli Type was chosen as the typeface. The interesting details of the typeface as well being a practical workhorse balance the softness of the name.
The platform is currently rolling out across North America, with the new brand planned to launch in early 2023. Read more about Justine and Tasneems plans for Kindred here.