New Work - Kindred. A Campfire for City Life

28 Apr

This was one of those projects that fits my approach perfectly.

An open-minded client that wasn’t afraid of bold decisions. The freedom to drive the project using our well-honed process. And a great team who were totally up for collaboration, and to being challenged.

Brand truly does touch everything. And working with Kindred allowed us to do exactly that.

Bottling the aspiration and spirit of the founder and senior team. Using the strategy to guide culture, product, brand and employee experience. And working with some fantastic partners who bought the strategy and conceptual direction to life under our direction.

It really is a cracking place to eat, drink and let your hair down. And I hope you’ll pay a visit soon.

Do let me know what you think,

Client

Kindred is an independent private members’ club and events venue in Hammersmith, west London. Launching in 2019 with the mission of providing a tonic for modern city life, including combatting loneliness and bringing like-minded people together.

Brief

We were engaged in October 2021 to conduct a full initial review of their business, operation and brand experience. And were asked to make some broad recommendations on a possible course of action to refocus the business and build on their ethos and established foundations.

Response

Using our BASICS (Benchmarks, Audience, Status Quo, Community, Something Bigger) process, we took a 360-degree look at the business to understand their position in the market, their current brand and guest experience, their culture, and the organisational structure of the business.

This was delivered collaboratively through workshops and one-on-one sessions with key members of the team and current customer base. Supplemented by desk research to look at the competitive landscape both locally and in the wider members’ club space: and to understand relevant current and emerging trends, and changes in consumer behaviour.

This then led us to propose a wider scope of work to build on the positive aspects of the current business. Repositioning and relaunching the business, whilst building internal culture and processes to ensure the work delivered would stick.

Ed also delivered coaching support to the founder, whilst the project was underway.

Repositioning and Brand Strategy

Kindred was already a hit with local freelancers and solopreneurs, who used the clubs space’s to work and meet. Whilst evenings saw them opening their doors to the wider west London community for live music and cultural events programming. Corporate and social private hire were also key revenue streams for the business.

Their ground floor café space - open to the public - catered predominantly to local office workers and people coming to shows at the Apollo next door.

The business was built around the spirit of gathering around a campfire - open, warm, honest and compassionate. Yet this ethos has never been bottled, and didn’t universally translate to all aspects of the culture, employee journey and guest experience.

We also needed to look at the wider brand experience and refocus this with a deeper understanding of their place in the market, and the audience they wished to serve.

Audience

We developed personas for the key occasions that Kindred might cater for - work, play, programming, and corporate and private hire. Whilst looking specifically at the public café space as a stand-alone brand for the first time.

These personas were then united under a single profile, which we called “The Conscious Citizen”. Allowing us to really focus everything that was to follow on the people the business now knew it was there to serve. Those who were proud to call west London home, love supporting independent businesses, don’t wish to be pigeon-holed by what they do, care about the future, and want a second home to entertain, network and meet new people.

Positioning

We looked at relevant businesses - other members’ clubs, co-working spaces, event and live entertainment venues, and pubs, restaurants and bars. This led us to understand how Kindred could stand out from the local crowd, and be seen on a par with some of the best clubs in London.

From a food and drink point of view, we uncovered a gap in the market for a relaxed but contemporary food offer, supported by low intervention wines and an approachable, but elevated cocktail offer. Delivered within a backdrop of urban, industrial but warm interiors.

Whilst the public café needed a life of its own, in order to stand apart, but alongside the members' club.

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Positioning Statement

For west Londoners who are proud of where they live and work, Kindred is the only venue that delivers on their desire to feel a part of an independent and egalitarian community. A club where seasonal and internationally-inspired food and drinks, and diverse cultural programming form the backbone of their professional and social lives.

Unlike other members clubs in London, Kindred focuses on fostering a sense of open togetherness. Uniting like-minded, curious individuals around a better every day and a vision of a brighter future, not what they do for a living.

The Big Idea

A Club for Today, Tonight, and Tomorrow

We centred our thinking on this guiding principle. A place for mindful connection, focus, and work during the day. Somewhere to entertain, network and let your hair down in the evening. And a venue to support the notion of helping its members move forward personally and professionally, thinking about the wider community and the environment in the future.

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“Kindred is an independent members’ club at the heart of west London. A campfire for city life for the professional, playful and passionate.”

Purpose

Kindred takes pride of place in a grade II listed building within the confines of Hammersmith roundabout. And local awareness of the business was low. So we needed to lift the spirits of the community by offering something to justify coming through the dreary mall and transport hub next door.

We couldn’t shy away from this location, but we could own it. And make light of it. And after the previous two years, we wanted to unite all the company’s stakeholders around a purpose that gave them something to smile about.

So quite simply, Kindred’s brand purpose is -

“To Bring Some Magic to the Roundabout”

This is supported by a clear vision and a simple mission -

Vision

To be the beating heart of the neighbourhood. Known throughout west London as a venue that captures the character and tone of everything that’s great about our locale, and the people who live and work here.

Mission

To curate food, drink, entertainment and events experiences that west Londoners love.

Values

When it came to defining the company’s values, we of course needed something that worked internally to define culture, as much as it helped to define the brand externally and for guests. Continuing the development of the today, tonight, tomorrow idea we settled on three clear values that were directly applicable to everything the business does. To…

Be Present

Have Fun

Look Forward

Two Word Summary

We then worked with the senior team to distill the spirit and essence of the business down to just two key words. Something that everyone could remember, and use as a guiding principle for everything they did each day, for how they deliver the brand experience, and work together as a team.

“Dependable Dynamists”

Brand Pyramid

This clearly summarises all the strategic work, and acts as a constant reminder of the key principles of the business. For senior stakeholders, management, teams, guests and suppliers.

Full Scope of Work

We then worked to apply this new strategic direction across the breadth of the businesses. With collaborators appointed to the project, we were responsible for the strategic creative direction and delivery of,

📌 A new organisational structure, and the creation of a responsibility matrix and full suite of job descriptions

📌 The implementation of a new management framework for improved communication, productivity and key processes

📌 Brand personality and tone of voice

📌 Creative briefs for product development, marketing and PR

📌 Food, wine and cocktail menus catering to the specific needs and varied occasions of a members’ club

📌 Rebranding of the Cellar to set the public space apart from the club

📌 Cellar interior design refresh

📌 Membership, programming, and content strategies

📌 Visual identity design and guidelines

📌 Collateral design and production, website refresh, and digital assets

📌 Music direction for new venue playlists for Cellar and the club

📌 A guest experience and mystery diner programme