📁 EVANGELINE JOOCurrent Position: Design Director, KinshipPlease inquire for any additional work and samples
Design & Creative Direction https://www.linkedin.com/in/evangelinejoo/
evangelinejoo.design@gmail.com

littleKin by Kinship

Kinship’s home just for puppy and kitten parents.
Launched in late 2024, littleKin was designed to equip new puppy and kitten parents with essential resources during the crucial early stages of pet parenthood. The offering includes a curated starter pack with products and exclusive discounts from the Mars Petcare ecosystem, complemented by a dedicated digital hub on the Kinship platform featuring pet care tools, expert guidance, and tailored content.

As a distinct subbrand of Kinship, littleKin needed to balance brand familiarity with the playful essence of early pet parenthood. We developed a custom logotype and design system that evolved from the parent brand's foundation while celebrating youth and vitality through emphasizing the secondary color palette, playful icons, and dynamic shapes. This was further enriched by a custom collection of illustrations and photography featuring young pets, creating a cohesive visual narrative across all touchpoints.

Key Channels:
    • +  Web / Shopify 
    • +  Packaging & Collateral 
    • +  Lifecycle / CRM
    • +  Paid / Performance Media


    Role: Creative and Design Director

    Design Team: Megan Doty, Sara Salehi, Sakura Verdino, Kajri Popat, Mimi Chau
    Copywriters:  Melissa Jarrett, Cortney Clift
    Illustration: Debora Szpilman, Sara Saedi 
    Lifestyle Photography: Sara Hopp, Hannah Schwob

    Kinship

    The trusted source to empower all your pet parent decisions. 
    In early 2024, Kinship partnered with Porto Rocha to integrate The Wildest and The Kin app under the unified Kinship brand. This strategic consolidation enhanced platform synergy, delivering a more personalized and engaging user experience. The merger successfully preserved The Wildest's distinctive style and playful character while maintaining The Kin's professional authority.

    To support the launch, I collaborated with marketing, product, and engineering teams to architect an integrated design system that functioned seamlessly across platforms and channels. This foundation yielded a comprehensive component and template library, enabling efficient implementation and consistent brand expression across all teams.

    Key Channels:
      • +  Web / App 
      • +  Social
      • +  Lifecycle / CRM
      • +  Paid / Performance Media 


      Role: Design Director
      Agency Partners: Porto Rocha, Code & Theory

      Design Team: Kajri Popat, Meg Doty
      Copywriters: Melissa Jarrett, Cortney Clift
      Motion: Sean Hipkin, Megan Doty
      Illustration: Debora Szpilman, Sara Saediev

      Adopt a Petrics

      Dogs meet data.
      Adopt a Petrics is Adopt a Pet’s interactive annual report on dog adoption—designed to educate and empower future adopters so they can find the right pup faster.

      Built from Adopt a Pet’s unique access to real-time data from hundreds of shelters and rescues nationwide, the report turns complex trends into a clear, compelling view of what dog adoption actually looks like for that year.

      The campaign’s design system builds on Adopt a Pet’s established visual identity—using the brand’s signature blue and circular forms as subtle species cues—while introducing a custom campaign logotype to give the report its own distinct presence. Expanded color accents create space for partner brands to feel natural, while motion and interactivity bring the data to life—making it easier to explore, understand, and act on.

        Key Channels:
          • +  Web 
          • +  Email
          • +  Paid / Performance Media


          Role: Design & Creative Director

          Lead Designer: Mimi Chau
          Designer: Kajri Popat
          Copywriters:  Melissa Jarrett, Cortney Clift
          Dev. Agency Partner: Binaery

          Best in Show

          Kinship’s annual roundup of the best in pet care.
          In 2022, Kinship aimed to establish a foundation for content-to-commerce capabilities. As the trusted source for pet parenting advice, The Wildest launched an annual pet product awards called Best in Show. 

          Each year, we crafted a distinct visual identity inspired by current trends to elevate the pet shopping experience. Through partnerships with local rescues and shelters, we showcased both premium products and adoptable pets—creating meaningful connections between our brand and the community.

          Key Channels:
            • +  Web 
            • +  Social
            • +  CRM
            • +  Paid / Performance Media


            Role: Creative and Design Director

            Art Director:  Parker Richard
            Design Team: Megan Doty, Kajri Popat 
            Copywriters:  Melissa Jarrett, Cortney Clift
            BIS 2023 Photographer: Felisha Tolentino
            BIS 2022 Photographer: Robbie Augspurger

            The Wildest

            Always on point for you and your pet.
            Launched in 2021, Kinship partnered with Porto Rocha to establish The Wildest—an industry-shifting digital content hub that authentically captured the spirit of millennial pet parenthood while maintaining editorial credibility. Prior to the 2024 Kinship brand merger, I spearheaded The Wildest's expansion across multiple channels through strategic visual evolution and targeted marketing initiatives.

            My role encompassed directing both the internal creative team for marketing materials and external creative collaborations, including commissioned illustrations, collages, and infographics that enhanced our editorial content. I also orchestrated monthly celebrity photoshoots, which proved instrumental in maintaining cultural relevance and developing a rich, diverse visual language across the platform.

              Key Channels:
                • +  Web 
                • +  Social
                • +  Lifecycle / CRM
                • +  Paid / Performance Media


                Role: Design Director
                Agency Partner: Porto Rocha

                Creative Director:                 Claire Falloon
                Art Director: Parker Richard
                Design Team: Kajri Popat, Amanda Gomez
                Copywriters:  Melissa Jarrett, Cortney Clift

                Adopt a Pet

                Your adoption ally.
                When Kinship acquired Adopt a Pet in 2022, the platform had remained unchanged for over a decade and required significant modernization to maintain its position as the leading pet adoption search engine. Through our partnership with Porto Rocha, we were able refresh Adopt a Pet and establish a brand architecture that positioned itself and Kinship as digital siblings—sharing core typographic elements while maintaining distinct identities through a focused color palette, shape language, and sticker design system.

                Through this brand refresh, I led the development and implementation of a comprehensive design system that unified our approach across all channels and teams. Additionally, I provided creative direction for multiple Adopt a Pet campaigns throughout the years, each offering a distinct expression while advancing the core brand identity.

                Key Channels:
                  • +  Web
                  • +  Social
                  • +  Lifecycle / CRM
                  • +  Paid / Performance Media
                  • +  Collateral / Expos


                  Role: Design Director

                  Creative Director: Claire Falloon
                  Design Team:                   Parker Richard, Megan Doty, Jessica Stewart, Kajri Popat
                  Motion: Sean Hipkin
                  Copywriters:  Melissa Jarrett, Cortney Clift
                  Illustrator: Debora Szpilman

                  About Me
                  Hello! My name is Evangeline and I’m a designer based in the San Francisico Bay Area with experience across all things branding and creative direction. 

                  Design Skills:
                  +  Brand Identity
                  +  Design + Creative Direction
                  +  Brand Visual Systems  
                  +  Growth Marketing Campaigns  
                  +  Brand Strategy  
                  +  Packaging Design & Development
                  +  Illustration Design
                  +  Product Design

                  Management Skills:
                  +  Director level cross-functional collaboration 
                  +  7+ years of creative team management (internal + external)
                  +  13+ years of experience in design

                  Industry Experience:
                  • +  Pet Tech & Lifestyle
                  • +  Beauty 
                  • +  Food/Beverage       
                  • +  Hospitality
                  • +  Lifestyle
                  • +  Kid’s Education
                  • +  Pharma