Kindbody Cares, Kindbody Empowers

Working with three classmates, we sought to create an out-of-home campaign for Kindbody, a fertility clinic revolutionizing healthcare. Kindbody is healthcare startup disrupting the the fertility clinic industry using new technology like at home fertility kits and cultivating an environment of holistic care.

We first started with research and identified the key brand problem as a lack of brand awareness. Kindbody has the social media presence, but when was the last time you saw an ad for them while waling down the street. Has anyone you know that has used or considered seeking fertility services mentioned them?

Not many people are going to be able to have an answer to "Who is Kindbody?" But we do and we took it upon ourselves to tell them.

This is the creative brief we put together. During this stage of the process, I created the creative brief document seen above after working with the rest of the team to collect research on the brand. At this point I was using Canva to create each design element we presented in class. The color scheme is modeled off of the Kindbody website and instagram page.

What kind of campaign did we create?

For the out of home assignment, we chose to focus on advertisements related to public transportation. Being in New York City, eye catching posters, bus stop ads, and subway car signs catch your attention because they surprise you. Imagine walking down Houston Street and seeing a fresh, new array of posters lining the wall. Or you just left a party and the 30 minute ride to Bushwick couldn't last longer, so you scan the car. The right color scheme and images jump out at the passerby and a quick scan is all the need to initiate name recognition.

The following images showcase the mockup images I created. The first five rows are subway car ads while the last row has two poster mockups and a bus stop mockup.

Why did we choose testimonies?

Because they speak for themselves.

While each testimony was of our own creation. They represent the people who Kindbody has served. We live in a time period where people are more likely to listen to their friends, family, and community than a brand. But that doesn't mean that brands can't join those communities and build their own communities too. The first step to brand awareness for our Kindbody campaign was to let people know that Kindbody is part of their community. Kindbody represents them, their friends, and their family (current and future).

How did we choose our images and testimonies?

One thing that we all loved was that Kindbody was a diverse and people centered organization from its foundation. An early creative project we were able to find had Kindbody listed as "female-first," while that rings true for the brand's conception, Kindbody has since expanded its language and way of thinking to be more inclusive. Now they have a section on their site dedicated towards LGBTQ+ specialized services as well as specialized services for men, so we wanted our imagery and language to showcase the different people that seek fertility services.