Larkin

Larkin’s original branding lacked vitality and failed to embody the company's core values and commitment to a humanistic yet technology-supported approach. The outdated design fell short in expressing the personality and warmth reflective of Larkin's ethos. The task at hand was to revitalize the brand comprehensively, including the logo and digital impression. The goal was to infuse it with life and character while aligning it with the organization's values and contemporary philosophy.

In collaborative sessions with the extended Larkin team, we explored the core of Larkin's identity, discovering differentiators, envisioning the future state, and shaping a distinct brand persona. These sessions underscored the imperative to prioritize the brand and commence the transformative journey. Employing an archetypal branding strategy, we identified Larkin as the Citizen archetype, embodying authenticity and equity, valuing every individual just as they are. This mirrors Larkin's human connection with clients and resonates internally, where employees take pride in upholding a gold standard in every interaction.

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Unveiling Kinship

With Larkin being a family-owned company, initially aimed for a simple logo upgrade by modernizing the font to enhance friendliness. However, it evolved organically into a concept centered around 'kin' in Larkin. Our goal was to infuse the logo with warmth and familiarity, reflecting the family-oriented nature of the company. The resulting logo, named Kinship, embodies the spirit of connection and community that defines Larkin. Subtle elements, like a gentle smile, reflect the persona that Larkin aims to project, embodying a friendly and approachable atmosphere.

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Human Connection in Action

In shaping Larkin's brand identity, we focused on Human Connection with an authentic and energetic vibe, highlighting the one-to-one interaction that defines Larkin, captured through genuine moments in photography. The Larkin swoosh paired with this concept symbolizes Larkin standing by your side throughout the leave process, maintaining a trusted connection. The spark of Larkin yellow introduces a friendly yet energetic aura, complemented by calming blue and grounded sand tones for design stability. This brand narrative prioritizes the emotive customer experience, reinforcing Larkin's distinctive qualities, while hand-drawn icons communicate further the hands-on approach to leave and disability management at Larkin.

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Breathing Innovation into the Product

After launching the external brand, we focused on enhancing Larkin's user experience, particularly in the onboarding process and to-do list within the employee portal and app. We introduced engaging welcome videos to guide new users from their first login, explaining how Larkin supports the leave process and answering common questions. These resources are always available for employees to revisit, ensuring they have the essential insights they need.

To simplify the to-do list, we created a clearer hierarchy that distinguishes between tasks and resources, revamped the user flow, and sharpened calls to action. This makes it easier for employees to navigate the leave process, providing clear and intuitive guidance during crucial moments.

The revitalized visual identity not only breathed life into the brand but also positioned Larkin as a modern, compassionate leader in Leave and Disability Management, perfectly aligned with their humanistic values. Beyond external perception, the impact rippled internally, injecting newfound enthusiasm into the company's culture. The internal team was invigorated and excited to see a new logo that authentically represented the essence of their internal work, fostering a renewed sense of pride and connection to Larkin's mission. 

The impact we made established an ongoing partnership with the Larkin team, extending our expertise to support their continuous creative needs, including sales material, product improvements, and webinar promotion.