Voice & Tone

The Kin brand embodies the liberator archetype. Liberator brands reinvent broken systems, providing relief to consumers stuck in a negative cycle of perceived injustice and maltreatment. Liberators do the hard and often unheralded work of freeing folks from tyranny.

Our brand voice expresses our personality and values. It’s best summarized as:

In practice, that means we want our customers to feel in control of their own insurance journey. We aren’t afraid to take a stance, such as discussing climate change or dishing the hard truths about the insurance industry. But we are always optimistic in our framing – our audience should come away feeling inspired and hopeful, not helpless and fearful, after every interaction with our brand.

We take pride in being clear, straightforward, and helpful in all communications. We don’t use industry jargon without easy explanations. Our writing embraces contractions (e.g., isn’t instead of is not), active voice (where the subject of the sentence does the action), and concision.