Kin

When we first met Kin, they went by the name “Maple Grove Apartment Homes.” Unfortunately, this name was shared with a competing apartment complex in the area, often leading visitors and prospective residents to the wrong location. To top it off, Maple Grove was the name of a nearby street, a park around the corner, and the neighborhood itself. In the sea of identical names, many people’s first impression of Maple Grove was, simply, confusion.

We couldn’t get cracking on a rebrand operation before landing on a new name—a name that was simple, memorable, and capable of emulating an easy, pleasant living experience.

We took this unique characteristic and ran with it: ultimately landing on the name Kin. Kin is defined as “one’s family or relations.” Signs that you have found your kindred spirit include strong connection, mutual support, and a high degree of comfort. Thus, Kin was a perfect fit. The best part? There wasn’t an apartment down the street with the same name.

With that theme of family sparking the flame, we built a brand voice that radiates a true sense of belonging. The messaging highlights all of the best parts of Kin: the dog-friendly amenities, the beautiful outdoor pool, and of course, the notion of effortless connection. We designed Kin’s logo to allude to the beauty of simplicity, while the nature-inspired colorway evokes a sense of comfort and calmness.

Kindness costs nothing, but adds so much value to the Kin community. Their new brand name, design, and messaging encapsulates the warm, inviting atmosphere that the people and the property provide.

Both new and established residents are invited to live pleasantly at Kin; the perfect place to start and end each day. Their friendly, knowledgeable team has been helping people live comfortably—and happily—for years. Now they have a brand to match.