Kinship Site Revamp
Building Kinship’s Platform into the Angel List for the Pet Care Industry
Role: UX, UI lead, Art Direction
Agency: Clarke
kinship.co
Task
Transform Kinship’s informational website into a robust content-focused platform, with the ultimate goal of becoming a first-in-the-industry ‘angel list’ for leaders and employees interested in the future of petcare.
Approach
Evolve the site around the brands three main pillars: Open to All, Purposefully Inquisitive and Optimistic.
Research
After an extensive discovery and research process, we set out to add industry news, events, and an investor/startup listings section.
Existing site map
Newly proposed site map
Feature list
Design
Using the incredible branding foundation that the Clarke team had already created, we set out to evolve the site to this new potential.
Output
Upwards of 40 feature reccs
4 new sections
45+ new pages
Introduced a new CMS to client and content editors
Design approach focusing on Kinship’s three pillars
1. Open to All
We are inviting founders, employees, and investors of all backgrounds to join Kinship.
2. Purposefully Inquisitive
Never settling for how things in the industry have always been done.
3. Optimistic
This is most important. Looking forward to a better future for pets and owners alike.
Result
We took a small site with basic information about the company to a robust platform that startup petcare companies can now utilize to find investors and where people that love pets can find a company that’s a right fit for them.
