KEEP COMPANY
Group Coaching Organisation - USA
Naming, Strategy, Brand World Design & Web
*Design-Hungry in collaboration with ciderbrand.co & wereinkling.com
THE BRAND CHALLENGE
‘Founded in 2019, we started as MotherNation a direct-to-consumer group coaching organization for moms. In small Circles, these women found community, built skills and resilience, and came away transformed. When the Covid-19 pandemic turned the working world on its head, we pivoted, selling in to employers who wanted to support their employees facing the greatest pressure: working mothers. The results were phenomenal. It is time to expand our model to all working parents and caregivers. We need a new name, a new identity, and a new way to tell our story.’
THE
DESIGN
SOLUTION
The new brand name Keep Company was inspired by the collective nature of the product itself, as well as the employer benefits of retention – literally the ability to keep their company by supporting employees as whole people, enabling a more fulfilling existence.
We translated this vision into a bold but accessible brand, inspired by growth and the clarifying, regenerative power of light, we created a brand world dappled with sun, illuminating and connecting. The close-knit letterforms including a period, turn the brand name into a declarative statement of intent and an invitation. The colour palette, photography styling and visual language all takes on the roll of connecting to ones roots .
Inkling took on board our assets and organized the website content into storytelling components—constantly reinforcing the brands roots and values.
‘We are so grateful for our partnership on this project. We were defining so much in real time, and the team were incredible at finding a balance between being thoughtful and keeping things moving. Certainly felt like they were an extension of our own team during this crazy and critical time founding the business. We were so appreciative of their rigor, commitment, and candor. Thank you team, for being such an instrumental part of our first chapter as Keep Company!’
Adrienne & Claudia - Co Founders
keep-company.com