At the end of last year, we hit pause on building and turned our attention to something we’d been putting off:
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Kin’s identity.

At the time, it felt like a detour.

We were still iterating fast. Still proving product-market fit.
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But every time I looked at the app, I felt this dissonance.

We weren’t just building another productivity tool.
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Kin was built to support people emotionally...

To help them navigate the messy, complex, often invisible parts of their inner world.

And the way we looked…

Didn’t quite reflect that.

So we partnered with Studio Morfar and asked a new kind of brief:

“What does safe emotional support look like?”
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“What if memory could be seen?”

That’s where the Kinprint began.
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A fingerprint for your inner world

The Kinprint became the heart of our new identity, a visual language inspired by the organic, evolving patterns of fingerprints.

Not in a literal, biometric sense...
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But as a metaphor for how Kin learns and grows with you over time.

Our brilliant colleagues at Studio Morfar collaborated with animator Loek Vugs to bring it to life as both a static mark and a dynamic system.
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It shows up in our logo, in motion design, in apparel, and even across our new product flows.

Each pattern feels unique, like a trace left behind by something deeply human.
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Why tactility mattered

When we looked at the landscape in 2023, most AI brands felt cold.
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Optimized. Slick. Tech-first.

But Kin was always about something quieter.

We wanted it to feel trustworthy and warm, like a space you could return to.
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That shows up in every decision:

• The typography: soft but clear.
• The colors: gentle, grounded, familiar.
• The layouts: full of breathing room.
• The voice: calm, reflective, and emotionally attuned.

This wasn’t just aesthetic. It was also philosophical.
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Because trust isn’t built through features...
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It’s built through presence.
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One subtle signal: we’re on the right path

A few weeks ago, the project was selected for the Best of Bēhance, a curated set of standout design work.
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It’s not something we were aiming for.

But it affirmed what we hoped:

That emotion belongs in design.
That memory can be visual.
And that brands don’t have to be loud to be felt.

We’re still evolving as a product, as a team, and as a company.

But this identity finally feels like us.

Not because it says everything perfectly…

But because it remembers what matters:

You.

With care,
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Kasper
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Go here to explore the full case study on Bēhance.