The Kindly Ecosystem

Designing the world’s first social impact crypto currency.

The measurable social impact crypto currency

The Kindly Ecosystem is an ecosystem of goodwill and kindness. The ecosystem redistributes profits from transactions of its $KIND token to its affiliated charity partners.

Design Disciplines

Brand audit
Co-design
Core identity design
Brand strategy
Brand identity system
User experience design
User interface design

Design challenge

According to investopedia there are more than 4,000 cryptocurrencies in existence as of January 2021. The global cryptocurrency movement at large is polarised with extreme hype being built by their communities, investors or the opposed skeptics from the outside. It is an emerging market and there is work to be done building trust into the perception of not only the project, but the market at large.

Co-design core strategy

Our team designed and facilitated 4 X 4 Hour Co-Design Sessions with the Kindly team to articulate the Purpose, Mission and Vision of the Kindly Ecosystem. Through these sessions the purpose of Kindly emerged, 'to facilitate effortless, un-random acts of kindness". This became the foundation for the brand strategy and visual identity system.

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Brand Strategy

Kindly Co-founder Paul Turners’ 14 years as a Hare Krishna Monk taught him the benefits of discipline, simplicity, purity of intention, and spirituality. Money is energy, that is why it is called currency. The Kindly Ecosystem is the accumulation of blessings from those who came before us.

Visual Identity

We designed an identity system that pays homage to the counterculture movement of the 1960’s and draws-in the next cycle of consciousness evolution. The colour green represents the heart chakra and is paired with the ‘Kindly Heart Symbol’ designed with sacred proportions.