Create a clear and compelling brand story and content strategy for a community-focused company

Kindred case study

84% avg MoM increase in website traffic

20% avg MoM increase in keyword rankings

Clear communication of brand voice and USPs


Content strategy


Social impact, consumer

Kindred is a business with multiple revenue streams and touchpoints, including various membership packages, private hire, and food & beverage. However, all of these services work towards the broader mission of creating a welcoming community space. We needed to streamline Kindred’s messaging into a concise, clear, and compelling brand story that would be communicated across all their channels — and feed into a content strategy that works to build their audience

The solution

Femedic Labs worked with Kindred to develop brand fundamentals, including tone of voice and core messaging pillars, and then used this alongside research insights to develop content strategy for their digital channels. We took the Kindred team through a brand discovery process and analysed the digital content space around their service offerings and local search, to uncover:

  • How to communicate brand values and purpose through tone, style, and digital content
  • How to express Kindred’s USPs and service offerings in a clear and concise way across all their channels
  • Opportunities for gaining search visibility within local search and relevant service spaces
  • How to use content across different digital channels to reach and engage audiences: key messages, what types of content to create, and what each should include

From our insights and discovery work, we were able to develop digital content strategy for the Kindred website and social media channels, and brand documents including style guide, brand fundamentals, and tone of voice.

The investigation

Through our brand discovery process and analysis, which considered search terms and web content as data, we investigated:

  • Brand priorities, USPs, and mission
  • Audience needs and intent progression expressed in search, for service-related and local queries
  • Competitive space: who are the key players and what are our opportunities to gain visibility?
  • Tone and sentiment analysis of competitor content
  • Competitive space: positioning and differentiation of brand story

The outcome

We succeeded in streamlining Kindred’s messaging across all their channels, which involved leading on the content aspects of Kindred's website re-design. We also implemented our content strategy, which 5 months after re-launching the site resulted in:

84% avg MoM increase in website traffic

20% avg MoM increase in keyword rankings

Clear communication of brand voice and USPs

Kindred case study


"We were one of the first partners to work with The Femedic, at the early stages we could see the potential of the platform and the content plans Monica and team had outlined were both exciting and relevant to our aims. The team are really focused on giving partners full transparency on how investment is spent, and are keen to demonstrate the value of your investment. It’s been good to watch the platform go from strength to strength in such a relatively short time since launch". 

-Paul Ferron, eCommerce and Digital Marketing Manager, Nature’s Best

"Monica brought a whirlwind of energy and an injection of a much needed, common-sense approach to our marketing strategy when she joined our team at Kindred. She has provided critical direction for our business through her innovative and bespoke marketing research methods, and her output of quality work is exceptionally high. Hiring Monica will raise the bar for your entire team as they will need to race to keep up with her million-miles-an-hour thinking, and brilliantly high standards."

-Anna Anderson, Co-Founder & Director, Kindred

"After meeting and discussing our project with several freelancers, Monica really stood out.  She is extremely experienced in her field of SEO marketing, and had a great insight for what a brand should be, how a brand should sound, and how a brand should communicate with its customer base.

It was an absolute pleasure to work with Monica. She is hard working, always committed to deadlines, and really knows what she is doing. A genuine person with a wealth of knowledge and a desire to help you get to where you need to be. Can't wait to continue working with her in the future!"

-Sallar Al-Mulla, Founder, Omami

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