Workhorse. Brands that help experts execute.

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Strategy & Voice

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Brand Strategy

#brand-strategyFebruary to April 2022

A research-first engagement: market segmentation, competitive scan of the diaper category, and a Workhorse research-recap that framed the white-space for a premium-feeling, Black-family-led, Made-in-Ethiopia diaper brand. The recap also locked the $20k + $20k branding-and-packaging budget and the project plan.

document · April 12, 2022. 13-page deck framing the brand kickoff: research synthesis, deliverable shape (web-based report), projected timeline, $40k branding-and-packaging budget.Workhorse · Kindred Research Recap & Branding Budget
document · Full research deliverable. Market segmentation + competitive scan + brand framework recommendations. Web-based final report.Kindred Research Report

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Brand & Identity

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Brand Identity

#brand-identityApril to June 2022

A custom Kindred wordmark in terracotta serif, a four-stop palette tied to the four product sizes, and a Turing-pattern texture system that carries every surface. Warm, tactile, not clinical. Reads premium on shelf without resorting to a luxury vocabulary.

system · Terracotta serif wordmark, custom-feeling. Delivered across 5 color variants (Full Color, Grayscale, Inverted, One Color, Reverse) in AI / SVG / PNG.Kindred Wordmark
system · S = warm orange · M = rose · L = deep teal · XL = sage green. Each carries a distinct Turing-pattern texture so size is recognizable from across the aisle.Size colorway system
system · Base organic-Turing-pattern textures sourced from a stock library; Workhorse re-colored and assembled them into the four-size color-coded brand application (one colorway per S/M/L/XL pack). The application carries to packaging, diaper print, ads, web. Adobe Stock zips preserved at `2_Design/1_Identity/3_assets/organic-turing-patterns-*.zip`.Turing-pattern color system

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Digital Product

1 discipline

Web Design

#web-design2023

WordPress site at kindreddiapers.com. Working files plus a delivery archive of the live site captured September 25, 2024. Production assets in @2x / @3x / @4x for retina output.

website · Live brand site. Full site archive preserved in the Workhorse Dropbox (`site-archive-kindreddiapers-live-1727257044.zip`, Sept 25 2024).kindreddiapers.com · WordPress site ↗
production · Multi-resolution image exports (@2x / @3x / @4x) staged for retina-ready WordPress delivery.Site production assets

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Marketing & Social

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Campaign Creative

#campaign-creativeAugust 2022

Launch ad concepts: warm family photography, with the Kindred wordmark anchored bottom-right and a terracotta Turing-pattern speech bubble carrying the value prop. "Soft touch and gentle protection. Lab tested. Family approved."

campaign · Launch ad treatment. Family-led photography with a Turing-pattern speech-bubble carrying the value prop. PSD mechanical preserved.Kindred ad concepts

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Environmental & IRL

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Packaging

#packagingSeptember 2022 through April 2023

Full packaging system across the four product sizes plus a sub-pack. Pattern-coded size IDs, an attribute-rich front panel, a Kindred Cares social-responsibility side, and a Made in Ethiopia + certified-cotton callout. Production-ready InDesign mechanicals.

document · September 23, 2022. Diaper-print and packaging concept deck.Kindred Diaper Design Concepts · 2a
production · November 4, 2022. Print-ready dielines, four sizes plus sub-pack, attribute-rich front panel, Kindred Cares social-responsibility flap, Made in Ethiopia + certified cotton.Packaging mechanicals · round 3b
production · Companion soft-pack design. AI mechanical preserved.Kindred Large Diaper Bag