Branding where kindness is not an extra.
Reframing care through dignity, warmth and everyday humanity.
Knightingale is a care provider supporting marginalised older adults through deeply personal, relationship-led care. As the organisation entered a new phase of growth, it chose to take a fresh, considered approach to its brand, creating a clear foundation that could support both scale and long-term impact.Kids Creative Agency partnered with Knightingale to shape a complete brand system built for a heavily AI-enabled business, from the ground up. The focus was on capturing what already defined the organisation at its best, trust, warmth and genuine human connection, and translating this into a brand that feels calm, confident and unmistakably human, while remaining highly usable for AI agents and digital tools.
A calm, warm aesthetic that stays human, even at scale
Knightingale needed to stand apart from brands that sound bureaucratic, medicalised or overly soft. The challenge was building clarity and trust without losing warmth or dignity.
One voice, many people to speak to
Participants, carers and partners all needed to feel spoken to, not spoken over. We built a single, flexible voice that adapts by context while staying unmistakably Knightingale.
A brand built for how care actually shows up
Care happens in small moments, steady routines and real relationships. The final system brings language, visuals and behaviour together so it works for people now, and for AI-led tools such as agents employees and image generators alike.
Kind words from our clients
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“I really think kids believe in what they're talking about. It is contagious to watch them enjoy their work.”
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“A top team of senior experts who are really active in the project. Balanced and always available. We also navigated difficult situations in the process very well and supported us.”
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“Working with kids was super pleasant from A to Z.”
Swiss Tourism
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“It was a pleasure working with kids. Her ability to create a powerful story when developing the web3 brand impressed me.”
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