Kinship
User Research & Strategy
Context
We designed Kinship for this generation and built on their values: A brand with purpose and products with guts. We celebrate diversity and advocate for better, cleaner products. We stand for bold self expression and constant reinvention.
I worked as the project manager as well as the strategist for Kinship. As the resident Gen Z expert, I designed a report and strategy that informed our direction and enabled the design to truly speak to the generation.
My Role
Gen Z Expert, Copywriter, Research Lead, Project Management
Team
Helen Steed, Creative Direction
Rogerio Lionzo, Graphic Design
The Ask: A New Brand for Gen Z
We conducted user interviews and diary studies for 8 teenagers. From in person research, to zoom interviews, in person observations, as well as from our own desktop work and understanding of the market shifts with this generation, we created a brand rooted deeply in strategy that focuses on the values and spirit of this generation.
For privacy concerns of the underaged, I have not included imagery of these interactions.
Mood board based on our strategic direction
Our Solution: A Brand Built on Values & Culture
Digital Natives
This is one of the first generations that grew up with cellphones in hand. They are constantly connected yet plagued by a nagging need to disconnect. Also the expectations of perfect public personas has them hacking forms of impulsive rough-and-ready expression like finstagram accounts.
Skincare as Beauty
Where fashion was once the dominant form of
self-expression, today it is beauty. It is accessible and democratic. Underlying this hyper-morphic behavior in beauty is the intimate, honest ritual of skincare. Taking care of skin builds anticipation for what’s next – for today or tomorrow’s new expression of personal identity.
Beauty is their voice.
And skin is their canvas.
Results: Connected Brand Built for Today’s Teens
To see our vision come to life, visit Kinship online or in store
