Mission
Impact
About
A group of outdoor sports enthusiasts started KÜHL in Wasatch Mountains, Utah, in 1990.
The geographical conditions of its birthplace were key in teaching them that independence can thrive with courage and humility.
KÜHL defines itself as an independent brand. It has no shareholders or VC investors, and it has no private equity, paid celebrities or athletes.
The combination of its core values has still been a powerful competitive advantage over thirty years.
Clients are its biggest asset and customer satisfaction is the growth fuel.
UX UI Design
Our team relied on KÜHL’s style guidelines to ensure no changes would feel abrupt for its long-term customers.
Yet, we thrived in aligning marketing materials with UX UI Design best practices to develop cleaner interfaces.
With our thorough analysis, we developed a design system that allowed the company to speed up changes and iterations.
Technology
Beyond our work on UX/UI and System Design, we optimized and implemented new tech stacks.
This optimization process unveiled weaknesses within the priorly selected stack for KÜHL’s website (Python + Django).
Instead of the at-the-moment Python + Django stack, we strategically chose React and Next for the front end.
The selection relied on the fact that the back end was not defined.
Next’s server-side rendering allowed us to work the BE with either the current structure or evolve into a new suite.
Strategy
Capicua’s initial engagement with KÜHL was focused on graphic design.
This agreement went from physical elements, like labels, to marketing materials, like marketing assets.
The scope evolved to include Project Management and, later on, full-on website front-end development.
We blended art and technology to deliver a solid rebranding with a cleaner, more contemporary look and feel.
Our team provided KÜHL with templates with a variety of creative choices.
This approach allowed them to dynamically iterate design proposals to answer specific audiences' needs.
As a result, the brand was able to offer end-to-end, unified experiences across platforms and processes.
