I co-founded a company that provided a mobile app for nannies (a surprisingly underserved market). I executed all design (on both product and brand), and marketing efforts for our company, Kaylo.
- Creative direction
- Usability testing
- Danny Pier [Co-Founder + Dev]
Prior to beginning anything, including the branding work, my business partner and I sent out a survey to our target audience to get some general sentiments about the app. We validated some of our initial assumptions, and though we could tell there was a bit of a “why would anyone need this?”, we decided to push through.
Eventually, we found out that question was bigger than we thought and the app never found a sweet spot. In any case, we learned a lot throughout the process.
Once we had a general idea of what the app should be, I created the brand identity. My business partner came up with the name “Kaylo” which was the inverse of “locate” phonetically. From there, I explored a number of directions until we landed on this direction with an organic, “mother earth” style of approachability. We didn’t want to pander to moms and parents like most of the market with soft, baby-like colors, so we went the opposite direction with bold pops of color.
Kindred vs. Kaylo
When we first launched the app, we used the name “Kindred” because of its familial ties. All of the initial branding, including the stylistic “K” symbol was done with that name. However, within one week of launching our app, we got a cease and desist for copyright infringement… made everything feel pretty official! In any case, we hit the ground running and I had created a number of social media assets, including this Instagram video: