Objective - An increasing number of young adults and their parents are becoming low-contact or no-contact. While estrangement often stems from valid reasons, it can make people wish for new family to fill that role.

Approach - Kindred is a nonprofit organization designed to match young adults with volunteer parental figures who want to fill that role. The website works much like a dating site and matches members and volunteers based on similar interests, personalities, and expectations. This match can work for a single event, a lifelong relationship, or anything in between.

Execution - Kindred’s branding reflects finding family, both in voice and visual design. The website uses intentional copywriting and art directed photography to help its audience feel welcomed and encouraged to join the Kindred family. Patterns and other branding elements relate to family ties and finding one another.