Meet
MADE IN KIN
MADE IN KIN is a creative studio and publishing platform focused on the culture, creativity and community of Australians shaped by migration.
Founded by Pauline Morrissey, a writer and creative with over a decade of experience across Australia’s leading publications, MADE IN KIN exists to place people of colour on the mainstream stage – not as diversity decor, but as cultural authorities.
We approach ideas with clarity and conviction. Each campaign is developed with specific stories and talent already in mind, drawn from our growing Creative Directory and community network, built through genuine outreach, long-term relationships and earned trust.
Our aim is to partner with brands that shape the contemporary creative landscape, developing story-driven campaigns grounded in lived experience and considered storytelling.
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 Outdated websites, fragmented branding or limited online visibility can flatten rich stories and obscure the depth of work happening offline.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 shapes who is discovered, trusted and able to grow. When a business’s online presence fails to reflect its true value, opportunity is quietly lost.
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 trusted name, a full trolley, a loyal community – ready for the next chapter.
Campaign Tiers & Timelines
*Each case study is delivered over a six-week period, from engagement through to final delivery.
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)
Brand Alignment
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.
Creative Directory
With over a decade of editorial experience across Australia’s leading publications, Pauline brings deep insight into home, culture and belonging. As MADE IN KIN’s Founder and Creative Lead, she shapes people-led work with care, connecting communities and brands through culturally grounded storytelling.
MIK Founder, Writer, Website Designer
As Creative Director, Jess leads with clarity and cultural depth. Drawing on her multidisciplinary background in concept and production, she shapes each makeover into a cohesive digital presence, ensuring businesses are represented online with nuance, authority and a contemporary aesthetic.
Creative Director
Informed by his background in graphic design and art direction, Tyron shapes the visual story behind each digital transformation. Through considered typography, colour and imagery, he honours a brand’s foundations while elevating its branding with clarity, ambition and confident design.
Graphic Designer, Art Director
Chloe captures people and place with a sensitivity to light, rhythm and detail. Her film-led practice observes moments as they unfold, revealing how workspaces and community hubs carry meaning and purpose in natural, unforced ways – allowing each case study to shine within its own environment.
Videographer, Photographer
OVER TO YOU