KindiCover

We decided that the letter “K” would be both part of a distinctive wordmark as well as a standalone logo. Starting with the latter, we set the “K” as our focal point and took inspiration from an early childhood toy - the puzzle board. We used this to create dynamic shapes, containers and speech bubbles that could be used across the identity as a graphic system. These elements represent communication and collaboration, emphasising how KindiCover simplifies interactions and fosters connections between users.

Colours were selected not just for their optimism and eye catching combinations, but also as an anthesis to the boring and predictable hues of recruitment sites. Ink trap typography complimented the puzzle board devices and the identity sprang to life. The result is a brand that is clearly in touch with its inner child, without being childish at all.

We worked with KindiCover to establish the requirements behind a complete end-to-end experience. The founders had a deep, first-hand understanding of the stakeholder challenges at each end. We mapped out the user journey from both sides, catering for the nuances of mandatory licensing, shift variability and much, much more.

In translating brand into product, the focus was exploring the best ways to add clarity to the user interface using brand assets. Purples and blacks are used as good primary colours for UI with KindiCover’s bold, brand yellow accenting the screens. The unique graphic shapes and connectors from the brand entered the product and chat module to provide a consistent level of finishing to the experience.

The design language between centres and educators deviated as a results of their needs. Educators are looking for shifts but also want to be sure of the legitimacy of their potential place of work. Their view is more visually focused, with strong, readable touch points to browse the market at a glance. On the other hand, centres are focused on managing multiple educators and shifts at once. As a result, their information had to be presented in a more streamlined manner.

The final piece of the puzzle was to create a vibrant and distinct website to attract both centres and workers. Not only is the website ‘the front of the shop’, as they say, in this case it really is the entrance! A responsive design was built using Webflow that could split the onboarding easily between centres and workers. This is where the flexibility and range of the brand identity really came into its own. Our ‘puzzle piece’ containers could house imagery or copy whilst the high-contrast colour palette guides users quickly from the homepage into managing their account - streamlining the journey and minimising fuss.