Client
Kin Cultural Advisory
Kin is a modern advisory business focused on helping organisations navigate complex decisions through a more human, relationship-led approach.
They engaged us to create their brand from the ground up and design and build a website that reflected a more contemporary, thoughtful alternative to traditional consulting firms.
Kin started with a blank slate, no brand, no website, and no established digital presence.
The core challenges were:
- Defining a clear and differentiated brand in a crowded advisory space
- Avoiding the clichés of corporate consulting (cold, generic, overly complex)
- Communicating a nuanced, relationship-driven approach to business
- Creating a cohesive system that would scale as the business evolves
The outcome needed to feel intelligent, refined, human and approachable.
1. Building the brand from first principles
We developed a brand that balanced professionalism with warmth, positioning Kin as both strategic and deeply human.
This included:
- A minimalist identity system with strong typographic focus
- A restrained colour palette to convey clarity and confidence
- A tone of voice that emphasises partnership over authority
The goal was to create something distinctive without being loud—quiet confidence over corporate noise.
2. Designing a clear and intentional experience
The website design focused on clarity, pacing, and restraint.
Key principles included:
- Simple, structured layouts that prioritise readability
- Clear hierarchy to guide users through abstract concepts
- Generous spacing to create a sense of calm and control
Rather than overwhelming users with detail, the design invites exploration and reflection.
3. Developing a scalable Webflow build
The site was built in Webflow, providing a flexible and scalable foundation.
This enabled:
- A clean, component-based build system
- Easy content updates without developer reliance
- Strong performance and responsiveness across devices
Webflow allows teams to design and launch fully custom websites with built-in CMS and hosting, making it well suited for growing businesses.
feature #1
Full logo and brand identity for Kin
feature #2
Showcasing Kin's high quality and experienced board
feature #3
Detailed information introducing Kin's practice areas and services
feature #4
feature #5
feature #6
feature #7
feature #8
The Kin website delivers:
- A distinctive, modern brand in a traditionally conservative category
- A clear and accessible articulation of a complex offering
- A calm, confident user experience that builds trust
- A scalable platform that supports future growth
The result is a digital presence that feels considered, intelligent, and human, setting Kin apart from typical advisory firms.
Before
After
Contact us
Your turn now.
How can we help?
Thank you for your submission!
Keep exploring
More case studies
The new Grant Help website was built by Merino Studio and we're super happy with the result. It has helped us to streamline our online marketing efforts. We're getting plenty of qualified new leads through the site now.
Dozens of new leads per month
Merino Studio has taken our digital identity to the next level. The website they designed and developed is not just aesthetically pleasing but also highly functional. It makes it easier for us to connect with startups and showcase our commitment to their growth.
New online identity built in Webflow
.png)
