Kinsta, Power the incredible

To create a timeless visual identity, it needs to grow complementarily from brand strategy. Driving the web forward is a lofty ideal… it’s easier said than done. To make this happen, we needed to infuse Kinsta with personality – one that is human, accessible and open. Something that’s approachable, yet not childish; nerdy but not geeky; and confident instead of cocky. By rooting Kinsta’s brand personality in these values, we create synergy with their promise as a brand: to run anything on the web with ease, speed, and security.

Pint-sized Power Projects

Kinsta’s new identity stars ‘power projects’, which are round-edged rectangles which signify cohesive diversity. Stacking these rectangular power projects on top of each other, therefore, signifies various websites, apps, and databases that can be stacked atop each other in the Kinsta ecosystem. We created visual treatments for how these power projects behave – solitary when deployed, expanded when amplified, and connected when hypercharged. For backgrounds in digital applications, these power projects add a touch of flair – rotating subtly, inwards.  These rules allowed us to create a unifying red thread through Kinsta’s identity, from printed material, to company swag, website designs, and motion graphics.

Rules of (Motion) Engagement

The motion graphics are built on the same philosophy as Kinsta’s brand concept – a unique ecosystem where projects can be stacked atop each other and take on different dimensions. Every motion designer's dream is to play in a space that is not subject to the laws of nature but has its own rules – Kinsta’s brand strategy gave us exactly that. By creating guidelines for three states - deployment, activation and amplification, we provided Kinsta with ammunition for motion logo animations, longer brand snack videos, and bento boxes.

Integrated SaaS-ification

For an identity to feel truly integrated, a brand should have the same look and feel everywhere, from a billboard to a website. Modularity is key to making SaaS brands come alive, but aspects like usability, inclusivity and legibility make that a bit more complicated for digital applications. We equipped their team with a digital identity on top of Kinsta’s visual identity, which contained motion explorations, typography flows, color interactions, and examples of each to show their team how to digitally implement the brand we visualized.

We created the groundwork for Kinsta’s integrated identity, because incredible things can only be made if you have the incredible groundwork to build them on. From bio to brand, Kinsta is dynamic, inviting, and absurdly digital.