The United Property Resource Corporation (UPRC) is taking a unique offer and using it for the common good – transforming church properties across Canada to add obtainable housing and gathering spaces, and rethinking the entire development approach in the process. But to achieve their big ambitions, they first needed a vision and identity that everyone can rally around.
We helped UPRC define a guiding idea – that having secure, stable homes and gathering spaces is the most fundamental and lasting way for people to flourish. And with a manifesto to rally around, we found the brand a name: Kindred Works. Like the identity that followed, it represents a unique approach that unites business-like action and credibility with strong ideals and a conscious, collectivist mindset.
We were inspired by the organisation’s commitment to their ideals – and their willingness to use unconventional approaches, industry expertise and collective thinking to make them a reality.
The combination of practicality and partnership was at the heart of the identity we created. Built from individual, overlapping shapes, our logotype evokes ideas of coming together; of a project in the works and people belonging to something bigger. A considered colour palette and inclusive illustrations allow the brand to easily jump between professional and public audiences. And our tone of voice – the language of possibility – balances the brand’s hopeful vision with the need to build trust.
With a nuanced, emotionally resonant brand, and a suite of tools to help them deliver their message, Kindred Works are equipped and ready for a journey that could create benefits that last for generations.
