Case Study: Kuhlman

OPPORTUNITY

Several years ago, while traveling abroad, Scott and Susan Kuhlman noticed that the great apparel makers of Europe were taking a small-batch, high-quality, great-value approach to style. They noticed the great attention to fit and details such as a light wash which gave a slight patina to every garment. Recognizing that this didn’t exist in America, they decided to make it their life’s calling to bring their unique flair to this concept stateside.

They wanted to bring this European inspired brand to life in a way that was not only luxurious and unexpected but also approachable to American consumers.

That’s where we came in.

Process

We studied their brand and the business. We defined the audience. We gained insight and understanding of the consumer by pointing out their distinctive differences and perceived responses. We then used the power of imagery and words to define the brand’s personality — its DNA.