Private direction · 07 October 2026
A club starts
with a hello.
A first brand and experience concept for Rachel Feldberg. Built around one belief: movement can give people a reason to meet. Thoughtful hosting helps them actually do it.
01 / The position
Make the first hello easier.
KIN brings people together through movement and wellness, but the ultimate goal is human connection. The workout, Pilates class, run, hike, coffee or social event is the vehicle for people to meet, connect and build relationships.
The person we’re here for
Anyone who wants more people in their life. They might be new to Ottawa, or simply ready for a wider circle. They like the idea of going, but feel unsure about arriving alone.
The promise we can keep
You will be welcomed and given an easy way to meet someone. We cannot promise a best friend. We can promise that making the first introduction won’t be left entirely to you.
Mission: Make it easier for people to build connections through movement.
KIN = your people.
Traditionally, kin means family, the people you are closely connected to.
- KIN = family. Your people, your community, your sense of belonging.
- KIN = kinesthetic. Movement, the body, energy, and physical connection.
- KIN = connection. Meeting new people, building relationships, and shared experiences.
Brand line: Come find your KIN.
02 / The difference has to be delivered
Hosting is the product.
“Pilates and community” is already offered locally. uoPILATES, for example, explicitly combines Pilates with friendship and creative events. KIN’s opportunity is a consistent, carefully hosted arrival and a reason to return. This is a positioning hypothesis to test, not an “Ottawa’s only” claim. Source: uOttawa
What should stay constant
- 16-24 guests, with capacity tested against Rachel’s ability to welcome everyone.
- A named host, a real introduction, and a simple paired welcome.
- A well-taught class that works without partner exercises.
- Unhurried social time, guided in small groups.
- A recognisable format that guests can describe to a friend.
What makes this hard to sustain
- Pairing alone is easy to copy. Reliable hosting and repeat attendance must become the advantage.
- An awkward match can limit the visit. Move pairs into groups of four after class.
- Regulars can create a closed circle. Keep welcoming first-timers into the mix.
- Rachel cannot greet late arrivals while teaching. Trial a welcome helper before increasing capacity.
- Connection needs time. Don’t let a packed class schedule squeeze out the social part.
03 / The first offer
Pilates & good company.
One repeatable starting format. The times below are proposed for a pilot, not confirmed event details.
| Moment | The experience |
|---|---|
| 15 minutes Arrive | Rachel welcomes each guest and introduces pairs. Offer one light prompt: “What’s something you’re looking forward to this week?” No personal disclosures required. |
| 45 minutes Move | A Rachel-led mat Pilates class. Pairs can place mats beside each other. No contact, partner choreography, or forced participation. |
| 30 minutes Stay | Join two pairs into a group of four. Give guests a place to sit and time to talk. Refreshments are optional, subject to venue and budget. |
| Before leaving Continue | Let guests know when they can meet again, once the next event is confirmed. Contact exchanges stay voluntary. Offer a feedback invitation. |
The reason to return
Start with a regular time and recognisable format. Returning guests meet a mix of familiar and new people. Later, repeat the format in different settings without losing the welcome.
The expansion filter
A new wellness activity earns a place only if Rachel can deliver it well and it makes conversation easier. Prove this first gathering before adding retreats, memberships, or a full menu of events.
Confirmed for the first event: Pilates at the Patch, Saturday, October 24, 2026 at 10am, at 1818 Farm and Cidery. A 45-minute mat Pilates class for all levels, 24 spots, $35 final sale, mats provided, parking on site, and a cider tasting after class. Still open: the Luma booking link, access details, and the event budget.
04 / Visual identity
A warm welcome. A little more colour.
Violet gives the opening, the event ticket and the closing invitation a confident presence, then returns in smaller moments: the welcome step, the Connection pillar, an open answer in Good to know. Ivory and soft stone give the sections between them room to breathe, with charcoal keeping the words clear. KIN’s bold wordmark and warm photography bring the personality.
Main background
Sections & cards
Borders & details
Text & buttons
Feature backgrounds & accents
How the colours work
Alternate quiet ivory and stone sections with deliberate violet moments. Use violet as a full field for the hero and the closing invitation, and as one solid shape inside quieter sections: the event ticket, a step, a pillar, an open answer. Taupe supports dividers; charcoal anchors body text, one step and the footer.
Keep it readable
Use charcoal text on ivory, stone and taupe. Use ivory text on charcoal and violet. Violet text works on ivory at any size, and on stone only at headline size. Taupe is for decorative details, not body text. Keep text links underlined and make selected states clear beyond colour alone.
Wordmark: uppercase KIN in heavy Rubik, with a small CLUB descriptor in DM Sans. The three-person symbol represents connection; paired circles remain a supporting detail. On the website, circles carry the welcome: two overlapping for the paired hello, a dashed open circle for the newcomer, a small group for after class.
05 / Typography & photography
One voice. Room to read.
Rubik, heavy and rounded, sets the KIN wordmark and display headlines: 900 for the wordmark, 800 for headlines. DM Sans sets the CLUB descriptor, body copy, labels and buttons: 400 for body text, 600 to 700 for buttons and labels. Use short, sentence-case headlines and comfortable body copy with 1.6-1.7 line spacing.
A little movement.
A real connection.
Small movement gatherings in Ottawa.
Come on your own. We’ll make the introductions.
Both typefaces are freely licensed under the SIL Open Font License. DM Sans is included locally with its license; Rubik currently loads from Google Fonts. DM Sans source and Rubik source.
Photograph the welcome
Eye contact, conversation, mats side by side, and the time after class. Show ordinary moments and a range of people, with their permission. Keep photographs candid and human, with movement as the setting.
Concept image disclosure
The homepage hero uses one illustrative concept scene. Neither woman is Rachel and it is not evidence of a past KIN event. The photo of Rachel was supplied as a placeholder. Replace the concept scene with consented photography from a real KIN gathering, and confirm Rachel’s final photo, before a public launch.
06 / The words
Write like a good host.
Warm, direct, and specific. Explain what happens instead of asking visitors to believe in an abstract community. Never label the visitor lonely, promise friendship, or imply they need to become someone else to belong.
| Use | Copy |
|---|---|
| Primary message | Come on your own. We’ll make the introductions. |
| Homepage headline | A little movement. A real connection. |
| Short descriptor | Movement meets good company. |
| First event | Pilates at the Patch. |
| Social bio draft | Movement & good company. Come on your own. We’ll make the introductions. Come find your KIN. Ottawa · Founded by Rachel Feldberg |
| Invitation draft | A mat beside someone new. A Pilates class with Rachel. Time to talk afterward. Come on your own. We’ll help with the hello. |
07 / Earn a second visit
Measure the connection.
Being a must-go event is earned through the experience and who returns. It cannot be designed into a logo or created by making every gathering a different novelty.
- After the first pilot: ask whether guests felt welcomed and met someone they would like to see again.
- At the next event: track how many first-event guests return. Record who heard about it from a past guest.
- At every event: check whether newcomers received an introduction, and whether guests chose to stay after class.
- Before adding dates: confirm demand, positive event margins including Rachel’s time, and reliable hosting.
Keep a simple arrival and hosting checklist as Rachel learns what works. That lets another host deliver the same care later. Grow the KIN guest list with consent, so demand belongs to the club as well as the founder.
08 / Research & open decisions
A focused starting point.
Research completed on 7 October 2026. This is a small landscape check, not proof that the market is saturated.
- Habit Training FAQ: explicit class structure; use plain labels for KIN. Accordion answers were not verifiable in the research fetch.
- uoPILATES: a student-focused Pilates community with themed formats and friendship as part of the offer.
- Ottawa Social Girl Club: women’s social events are an alternative way to meet people.
- Women of Colour Remake Wellness: wellness events and gatherings for Black, Indigenous and women of colour.
- Sisters Fitness Club: women’s movement and community through a free weekly run club.
- The BIOM: broader social wellness and movement in Ottawa.
Name to check: Kin Club of Orleans already operates locally. This may affect search clarity. “KIN Club” remains the working name; no name, domain, handle, or trademark clearance has been completed.
Next step for Rachel: review the words and visual direction, then cost one pilot gathering. Keep the first offer focused while we test whether guests feel welcomed and want to return.