Kinship Experiences
Identity and guest material for a company that hosts small-group experiences. Most of the work went into the words, because the product is how people feel when they arrive.
Context
Kinship Experiences runs small-group experiences where most people arrive without knowing anyone else. The first ten minutes decide whether a guest relaxes or spends the rest of the day on their phone.
The anxious moment is arrival. Guests worried less about the activity than about the social part: where to stand, who to talk to, what they would be asked. Most of the existing material explained the itinerary and said nothing about that.
Approach
The identity is quiet on purpose, a simple mark and plain, warm materials, so the words can do the work. The guest material is written to answer the questions people don’t ask out loud. The first page of the booklet says that nobody is going to ask what you do.
- Identity and stationery
- Guest booklet and welcome kit
- Signs for venues
- Tone of voice guide for hosts
Learnings
I spent too long on the mark and not enough time with the hosts, who say far more to guests than any printed piece does. The tone of voice guide should have been written with them.