London-based agency Kindred, asked us to reposition their brand story in a way that combines having two decades worth of experience while remaining relevant, fully integrated and creating communication work with social impact.
We wanted to help Kindred find a new strategic and creative language to bring to the forefront their strong working principles of creating work that makes a difference, with their solid human values of being inclusive kindred spirits who make work they’re proud of. Most importantly, working on both social briefs and commercial brands, we wanted a new language that could be adopted by Kindred from the inside of the agency and out and help both sides of the client spectrum feel happily from within the same walls.
Our solution was to focus on the social impact Kindred work achieves for their clients and the drive from all staff to ‘do good’ by positioning Kindred as an agency of Positive Change Makers. A fist in the air pump and rallying cry that has proved hugely uniting for clients and staff alike and was applied to all aspects of the agency’s touch points, from internal brand creds, new brand marque, and pitching criteria, to social media footprint, awards entries and all online brand presence.