Kindred,

Kindred is a members-only home-swapping network that lets you stay in inspiring homes around the world, reimagining travel as a shared, human experience between like-minded people. After a period of rapid growth since its 2022 launch, the Kindred team approached us with the challenge of building a brand that feels as thoughtful and intentional as the product and community itself. Our journey began by deeply understanding who Kindred is for—building around a mentality, as opposed to a demographic. Through cultural research and social listening, we uncovered a growing group of travellers craving meaning over mass. People who collect memories, not just miles. Who defines richness by moments versus monetary wealth. Who value beauty, intentionality, and reciprocity. By identifying a unique audience and understanding their desires, the opportunity became clear to develop what a Kindred Connection could look and feel like. A place where every interaction is an invitation to broaden horizons and build lasting bonds, making the world feel a little smaller and a lot warmer. From the personal touches left by hosts to the architectural elements that speak to a home’s character, the design system was built so every piece of content and narrative captures the essence of the place and the experience it offers. Typography is editorial but understated, color is muted and sun-faded, and illustration adds punctuation—gestural, imperfect, and human. Photography is treated like a photo album. Personal and textured, with a point-of-view that favors feeling over polish. Kindred now spans 100+ cities, with over 80,000 members sharing homes and stories around the world. The result is a slower, more intentional way to move through the world—one rooted in connection, not convenience. At Kindred, every home is more than just a place to stay—it's a door to the world, open and welcoming.