Modernizing child care for today’s working parents

Kinside is a new benefits company bringing a modernized approach to child care. They make finding child care a cinch by providing a nationwide network of daycares and preschools to working parents. When Kinside approached me, they had already started to have some massive wins: they completed Y-Combinator, had major positive responses from parents in beta groups which, in turn, made for a successful first financing round.

But their brand wasn’t working for them; it felt generic, lacked personality, and wasn’t reflecting who they wanted to be as a company. I worked closely with the Kinside founders to position them strategically and develop their visual and tonal brand identity. I aimed to make sure that their identity stood out among the rest with bright colors, energetic photography by Diane Villadsen, and real moments that capture being a working parent.

“Jessica was a delight to work with and the results from our brand project were outstanding. She’s ingenious, forward thinking, collaborative and more detail oriented than we were aware a person could be.  She has a talent not only for creating a unique and enduring aesthetic for your company, but for teasing out your values, articulating them and reflecting them back in every facet of the brand, from copy to images and illustrations. She has an unmatched understanding of brand execution across all channels from social to product and provides you with the tools to successfully roll out the vision.”  

— Brittney Barrett - Co-Founder, Chief Marketing Officer, Kinside