Mars Petcare’s new data-driven division Kinship came to us with a name, a rough logo, and a visual identity that wasn’t quite hitting the mark. Our job? Creating a brand. We began by laying a strategic foundation, which we brought to life through comprehensive verbal and visual identity systems – including a refined logo.

Working closely with the senior management team, we helped define a vision, and express the heart of the brand through a story, personality attributes and voice. We worked to identify key audiences, and tailored messages to address their motivators and drivers. By offering a data-driven approach brim-full of inquisitiveness, optimism and openness, we helped the brand connect with internal and external stakeholders, and advance its mission to create a better world for pets.

The new brand was launched with a new website. By focusing on intuitive UX, data-first messaging and crisp design, we created a platform fit for an industry leader. Partnering with Shift Lab, in a matter of weeks, Kinship was ready to take its place as a true force in pet care innovation.

We evolved their fledgling brand —creating a hub for those interested in the future of pet care.

Kinship is a coalition of bright minds and big ideas, united by their love of pets and optimism for what’s possible. We helped them chart a course for the future.

Keeping specific audiences in mind, the Kinship brand Voice supports the visual language and vice versa: Optimistic, Open to All and Purposefully Inquisitive.