The brand must reflect Kin&Co's values in the most honest way. This is an opportunity to reaffirm in what the brand is based on and what it wants to reflect.
Also, needs to be professional & practical. Easy to adapt in different online platforms as to print solutions. Flexible.

The actual brand is old, serious, slightly dark.

The logo must be:
Human based. Emotional.
Bold. Professional. Coherent.
A reflection of the brand values.
The logo must be bold by it self (the square or stroke around is a plus)

People centred & playful design can move the needle:
How we make our values totally ours? How can we find a way to introduce photography into the brand identity in a natural way?
This can be a way of introducing stock photography and combining it with own photography (or pics from the team). Centred in people but specific to the brand.
Do our own photoshoot. Shapes can be cut out in wood for the team to play with in the pictures.
The idea of the hand-pal photography: Just use it as a detail, as a complement to the brand - but it’s diverse and belongs to everyone.

Give a hand:
This element represents the individual. The potential that everyone has.. Kin&Co was born to help the world be a bit better than it is and it makes it real through empowering individuals to believe that a change can be possible. Giving an honest hand. Trusting.
This elements give us different possibilities. It's a way of presenting facts, or team pictures GIFS or BLOG pictures, doing a different drawing per hand in each "new" so the final layout of the page could be own branded.

The Hug:
We believe in people and celebrate their intuition.
Our way of working makes a difference from the other agencies in the sector because we focus on empowering our customers through listening to their views and helping them find their own way of living them. We carefully listen to each person of the company and help them make real what they aim for at work, and also make the best of their potentials. Kin&Co is proud of being supportive and caring, allowing people to be playful at work and feeling empowered.