Branding · 2026

Kinfolk Health

A calm, human identity for a mental-health practice group scaling across five cities.

The brief

Kinfolk came to us as twelve therapists with one website and a waiting list six weeks long. They were growing fast and worried the identity would grow wrong — cold, corporate, clinical.

Our approach

We built a system around warm off-whites, a bespoke wordmark with a hand-drawn "k", and a tone of voice that talks to people like a friend who happens to have a degree. Collateral, signage, and a booking site followed.

The result

The new brand launched in March 2026 across five locations. Conversion on the new site is up 40% and the team report that clients comment on the waiting room before they comment on the weather.