Meet
MADE IN KIN
MADE IN KIN is a creative studio and publishing platform bringing together culture, creativity and community to produce work that reflects the real, multicultural Australia. We partner with brands to deliver design-driven campaigns grounded in lived experience, considered storytelling and genuine impact.
Founded by Pauline Morrissey, a Filipina-Australian writer and creative with over a decade of experience across Australia’s leading publications, MADE IN KIN represents her deliberate shift towards centring POC voices. Her work has earned the trust of founders and creatives across Australia.
“Pauline is a brilliant writer, a talented creative and a wonderful human whom I’ve had the pleasure of working with over multiple publications and properties. Her power lies in her ability to embrace people and their stories.”
— Sarah Andrews of The Hosting Masterclass & Captain’s Rest
The Brand Reno
A creative makeover series giving POC-owned businesses across Australia the visibility and digital home they deserve.
MADE IN KIN x SQUARESPACE
The Problem
Across Australia, many established businesses are deeply embedded in their communities – beloved and culturally significant places built through years of care, consistency and word-of-mouth loyalty. These are businesses people return to, recommend and rely on.
Yet for many, their digital presence no longer reflects the quality, scale or cultural importance of what they have built. Outdated websites, fragmented branding or limited online visibility can flatten rich stories and obscure the depth of work happening offline.
This gap is rarely about ambition or capability. More often, it comes down to limited access to time, resources and creative partners who understand both the business and the cultural context it operates within. Digital transformation is expensive, time-consuming and often deprioritised in the day-to-day work of keeping a business running.
In a digital-first economy, visibility is how stories travel beyond the neighbourhood – shaping who is discovered, remembered and able to grow.
Why This Matters
As a multicultural nation, Australia’s identity is shaped by the businesses that carry culture, memory and community forward. When these stories are missing from our digital landscape, the national narrative becomes narrower than the reality on our streets.
This moment calls for work that doesn’t just upgrade businesses, but ensures the richness of Australia is truly reflected online.
Fun fact: Migrant entrepreneurs make up around one in three small business owners in Australia – meaning multicultural businesses are a core part of the small business economy.
The Solution
We invite the community to nominate established POC-owned businesses across Australia that deserve visibility and support. Through a nationwide call-out led by MADE IN KIN, we identify businesses with strong foundations and meaningful stories whose digital presence no longer reflects the quality of what they’ve built.
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DISCOVERY
DIRECTION
Each selected business is paired with a curated MADE IN KIN creative team. Together, we shape a renewed brand direction that honours the business’ history, values and cultural context while defining a clear visual and narrative identity ready for its next stage of growth.
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The transformation is brought to life through a rebuilt Squarespace website, refreshed branding, new photography and a suite of social and editorial content. Each project is documented and published as a complete case study, delivering lasting assets for both the business and the brand partner.
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DELIVERY
Sample Story
Minh Phat Supermarket – a long-standing, family-run business serving its community since 1983.
Minh Phat Supermarket is one of Melbourne’s most recognisable Vietnamese grocers.
While widely known offline, Minh Phat Supermarket’s digital presence hasn’t kept pace with its cultural significance, scale or customer loyalty.
The contrast between reputation and visibility makes Minh Phat an ideal sample story – a business ready for its next chapter.
A trusted name, a full trolley, a loyal community – ready for the next chapter.
Campaign Tiers
PILOT
*Single case study
1
An initial pilot designed to introduce the format and demonstrate impact. Includes full creative development, production, talent fees and usage.
Investment: $40,000 + GST
SERIES
*Three case studies across 2026
2
A curated set of brand renovations released across the year, allowing for shared planning, streamlined production and narrative continuity.
Investment: $35,000 per case ($105,000 total + GST)
FLAGSHIP PARTNERSHIP
*Six case studies across 2026
3
An ongoing, flagship partnership positioning the brand as a long-term supporter of POC-owned businesses. Enables seasonal releases, deeper storytelling and sustained brand presence.
Investment: $30,000 per case ($180,000 total + GST)
The Content
Create a Squarespace website for an established business, giving it a digital home that finally matches its offline reputation.
Refined visual brand identity – logo, type, colours and brand system – designed to modernise without losing cultural truth.
A suite of brand and editorial imagery capturing people, place and product – authentic, elevated and ready for web and social.
Long-form editorial feature telling the business story behind the renovation – history, community meaning and the next chapter.
Casual, documentary-style Reel capturing the transformation in motion – behind-the-scenes, reveal moments and story beats.
A social content suite of posts and story frames rolling out the transformation – before, after, process and launch day assets.
Perfect Match
The Brand Reno is about elevating POC-owned businesses that are already thriving, but whose online presence no longer reflects the quality of what they’ve built. That kind of transformation needs a platform that can hold strong visuals, clear storytelling and practical functionality in one place – without becoming complicated to run.
Squarespace is the natural partner because it’s built at the intersection of design and usability. Each case study becomes proof of real utility – a refreshed digital home the business can own, update and grow long after the campaign ends.
Meet The Makers
Pauline Morrissey
With over a decade of editorial experience, Pauline is a natural storyteller who has built her career as a successful freelancer. For this campaign, she leads as writer and Squarespace designer, while also acting as community connector, sourcing meaningful case studies from across Australia.
MADE IN KIN Founder, Writer, Designer
Talent TBC
Talent TBC is a graphic designer specialising in brand identity and visual systems for small businesses. Their work focuses on refining existing brands with clarity and intention, translating years of hard-earned credibility into cohesive visual identities that feel contemporary, confident and culturally grounded.
Graphic Designer
Talent TBC
Talent TBC is a photographer working across brand and editorial photography, capturing businesses through a human and documentary lens. Their imagery centres people, process and place, creating visual narratives that feel authentic and lived-in while elevating a brand’s presence across digital platforms.
Photographer
Talent TBC
Talent TBC is a short-form video creator specialising in casual, story-led content for social platforms. Their approach blends behind-the-scenes moments with narrative storytelling, capturing the transformation process in a way that feels natural, engaging and designed to resonate online.
Reel / Video Creator
LET’S MAKE MAGIC