In a sea of sterile tech tools, Kin is an AI app that feels like a confidant, thanks to a long-term collaboration with Studio Morfar that combines creative storytelling with growth strategy.
AI is having a moment, but it’s not all Chrome gradients and corporate chatbots. For Kin, a new wellness-oriented AI app, the future looks a little more reflective.
Built to help users rehearse for life’s everyday moments – from tough conversations to goal setting – Kin positions itself as a quiet companion rather than a digital overlord. Behind its emotionally intelligent brand is Copenhagen creative agency Studio Morfar, which helped shape Kin from the ground up.
Throughout a 20-month collaboration, Studio Morfar delivered not only a full visual identity and website but also embedded with Kin’s internal team to steer UX, product storytelling and performance marketing. The result is an AI tool that appears and functions fundamentally differently. It’s soft where others are sharp, introspective rather than interruptive, and steeped in calm rather than chaos.
At the heart of the concept is the idea of rehearsal. Rather than solving problems for users, Kin invites them to explore scenarios and decisions through structured journaling and conversation.
This intentional focus on preparation, not automation, helped inform the app’s positioning as an emotionally safe space. Arguably, this is increasingly rare in a landscape dominated by optimisation.
Studio Morfar’s Creative Director Torsten Power explains: “The AI space is often about efficiency or optimisation, whereas Kin is about something different: pausing, rehearsing, and being present.”
Visually, that difference is clear. Studio Morfar rejected the typical sci-fi gloss in favour of warmth, tactility and metaphor. The central visual motif – the Kinprint – presents an abstract representation of a fingerprint, embodying the individuality of each user.
Blown up across posters and animated in-app, it acts as a subtle but powerful anchor for the brand. “We wanted to create a symbol that celebrates difference at a time when AI often flattens it,” says Torsten.
The studio also created a custom logomark and a “condensed” version of the Kinprint for smaller-scale use – both animated to convey motion, breath and reflection.
Typography also plays a significant role: soft, spacious, and slightly nostalgic; it’s designed to evoke a sense of quiet intimacy. Drawing from editorial cues and cinematic references, such as Her, the visual world sits somewhere between analogue memory and modern clarity.
Studio Morfar’s role didn’t end with identity. As Kin prepared to launch, the studio helped build the infrastructure behind the app’s go-to-market strategy, led by growth director Miguel Gallo. Using targeted ad campaigns and a detailed retention framework, they helped Kin connect with high-intent user groups ranging from neurodivergent thinkers to journaling enthusiasts and young professionals seeking structure.
“Creative worked hand in hand with user acquisition and retention strategy,” says Miguel. “We built a feedback loop between design and performance, so insights like ‘journaling drives engagement’ weren’t just interesting – they changed the creative.”
This approach led to a real impact. After launching acquisition campaigns across Apple, Google and Meta, Kin saw a 110% spike in user signups and a 60% rise in its most valuable retention metric.
Design assets were continuously refined based on live data, from App Store screenshots to audience-specific ad copy, proving that personality and performance can, in fact, coexist.
Another defining feature of the partnership was its longevity. Studio Morfar remained closely involved through every stage of Kin’s product evolution, from prototyping its voice UI (a breath-like animated visual that mirrors conversation, created in collaboration with animator Loek Vugs) to refining its CRM and user flows.
“The voice UI really captures what we were aiming for – something that feels like a supportive presence, not a productivity tool,” says Torsten.
Privacy was also baked into the product’s DNA. Kin stores all memory locally and uses full encryption, setting it apart from enterprise AI tools built on mass data harvesting. For co-founder and CGO Yngvi Karlson, that human-first stance is what made the partnership with Studio Morfar click.
“We didn’t just need a brand – we needed a partner who understood our vision,” says Yngvi. “Studio Morfar helped us bring that to life – from the visual story to the growth strategy.”
Now available on iOS and Android, Kin is quietly building momentum in a noisy category. It’s a rare example of what happens when a brand, product and growth function all speak the same emotional language and of how design can lead the way in helping users feel seen, not just served.
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