The agency won a pitch shoot-out, reported as being worth £100,000, for the six-month campaign.
It will work with a recently formed group focused around further education and led by the SFA, a partner organisation to the Department for Business, Innovation and Skills.
The main focus will be on raising awareness of the progression further education offers learners, and the positive impact it has on individuals, employers and communities.
Kindred director Anastasia Scott will lead the agency work. Scott said that as well as letting people know how further education can help them progress in their lives, the agency aimed to ensure the industry’s success in doing this was reflected in its reputation.
The appointment comes as the SFA, which invests £4bn a year of public spending in colleges and training organisations, is set to introduce a simplified funding system for adult skills.
It follows a report that found a shortage of manual workers, including plumbers and builders, might prevent the UK from meeting energy efficiency targets.
As well as the SFA, Kindred will work closely with bodies including the Association of Colleges and the National Apprenticeship Service.
Part of the brief will focus on the parents of children who are looking at their options once they have finished school, as well as promoting a newly launched Twitter hashtag #fe4me.