Kinumi
We first met the Kinumi team just days away from the new year. A Techstars Future of Longevity Accelerator participant, they were building a new care model for active older adults to support them to maintain and thrive in their independent living. After some initial validation in the market, it was time for this brand to take it to the next level with a sharpened brand strategy and powerful brand and digital design to match.
Kinumi stars in Comcast's new show Culture Capital.
Naming & Strategy
Brand System Design
Content & Communication Strategy
Product Prototype
Website Design
Entering a new age
Our first order of business: introduce a new brand name. While our client loved their original name, it was identical to that of another up-and-coming health startup in the medical marijuana space—a potential confusion they did not want to risk. The Together team engaged a 4-week brand strategy and naming intensive, exploring the warmth and intent behind this company and exactly how it wanted to change the status quo for caregiving. After proposing over a dozen name alternatives, we landed on Kinumi — a coined name constructed to reflect the brand’s focus on family and service.
The time of your life
Moving from brand strategy to design, we dug further into the Kinumi team’s driving force for creating this product: to help older adults and their caregiver loved ones get back to the joy of living. This inspired the creative brand idea “the time of your life” — a new take on one’s advancing years, celebrating a new age of adventure, self-discovery, and treasured moments with family and friends. The resulting brand system features a dynamic color palette and soothing yet enlivening hills, signaling the joy of living at any age.
Content to serve, differentiate, and activate
To prepare for this brand’s debut, we worked with the Kinumi team on a comprehensive content strategy to engage their three core audiences across B2C and B2B: active older adults, adult children & caregivers, and organization decision-makers. Defining the tone of voice and identifying distinct content franchises to speak to each audience, Kinumi is equipped to produce high-value and resonant material across long-form and short-form media.
Advancing caregiving and care-receiving
Partnering with a growing start-up means being ready for anything. Kinumi’s founder came to us mid-project with an urgent ask—to help design a product prototype for an in-person demonstration with Melinda Gates that was just days away. Within a week’s time we reimagined the client dashboard and service request experience, helping Kinumi demonstrate the potential of its impact.
Aging (and launching) expertly
Our final objective: showcase Kinumi’s brand in an all-new website design. With fun and thoughtful interactions, the site design focuses on drawing users in, educating on Kinumi’s first-of-its-kind offering, and driving platform sign-ups.
We loved working with Together. They delivered incredible results every step of the way.
Chekesha C. Kidd / Founder & CEO
Let’s work together.