Spinning Dreams, Weaving Connections,
Shaping Stories
Kin Theory is a creator database—a vibrant platform dedicated to celebrating and uplifting Indigenous media creators. As a daughter company to Nia Tero, their mission is to create a thriving community that connects Indigenous creators with one another, fosters relationships with diverse non-Indigenous talents, and provides invaluable industry connections. From networking to hiring, mentoring to funding, Kin Theory is where Indigenous media creators, makers, and storytellers unite in a tapestry of creativity and appreciation for the natural world around them.
The Logo
Kin Theory’s logo represents the essence of who they are—A cutting-edge coalition with a mission to bring together a wide-ranging community of creative talents through diverse media. The logo is both contemporary and unapologetically Indigenous, conveying a sense of groundedness and unity. Its shapes are derived from traditional indigenous patterns, and the frame the shapes form is representative of any frame the creators’ art make appear in, metaphorically and literally. The cuts in the logotype mimic the angles in the frame, and also give the logo a feeling of sharpness and urgency.
The Frame
Unlike many logomarks throughout the branding world, Kin Theory’s logomark—the frame—can be moved, shrunken, adjusted, and recolored. It is meant to be a symbol of encapsulating art, as well as forming a strong foundation for the artists it represents and the art they create. It’s used in many ways throughout the system, mainly to highlight image focal points and to call attention to important headlines.
The Elements
The color palette, made of intense accents and organic hues, is meant to be a bridge between the natural and digital worlds that Kin Theory manages—giving a digital platform to those creating things that celebrate the natural world. The type chosen is no different—powerful, bold display type paired with soft, subdued body type. The patterns are pulled from the triangular shapes made in the frame, in the forms of lines of triangles, as well as to create an abstract-K step and repeat pattern.
The Media Challenge
While it was important for Kin Theory to have a powerful visual voice for social media, it also needed to be compatible with it’s parent brand. Nia Tero promotes Kin Theory (as well as other initiatives) on their social media platforms, so we needed to find a solution that allowed Kin Theory to retain its unique voice while on Nia Tero’s platform, without clashing with the other messages on their profile.
Credit also goes out to my amazing team at Turnstyle Studio.