BASIC/DEPT®

WHOOP engaged BASIC/DEPT® to audit and analyze their current technologies powering www.whoop.com, shop.whoop.com, and join.whoop.com. Our goal was to create an experience that clarified their values and purpose to build a deeper connection to their customers.

We provided a holistic recommendation of their tech stack for the website redesign, future features development, and customer experience initiatives with one core KPI, drive conversion.

Daniel’s Music Foundation is a nonprofit in NYC empowering people with disabilities through music and awareness programs. Since adding online programs to their already popular in-person classes and events during Covid, DMF has exploded with the potential to reach people across the world. They needed a website that could keep up, so they came to us for a new one that would not only build trust, share joy and showcase impact, but also be accessible to people of all abilities.

Accessibility is often stigmatized as a trade-off for beautiful, award-worthy design. Our team set out to challenge that stigma and raise the bar of excellence in accessible design.

Coming in fresh from a recent acquisition by Lululemon, our team has been working with Mirror to refine their brand positioning and redesigning their eCommerce sites since June 2021. Our growing partnership has expanded into new opportunities with the content creative direction of their new trainer and partner content that will live on the Mirror app. 

We aimed to create a more modular and immersive site experience. Mirror asked us to enhance site design to further develop their product positioning and differentiation, while also identifying solutions and processes to better the management of the site for increased ease and flexibility.

KFC tasked us with crafting an industry-leading customer experience, both in-person and online, that would embody the warm, irreverent personality of their brand while pushing them ahead of their quick-service competitors.

From innovative drive-thru experiences to a completely revamped website and mobile app, we aimed to help KFC sell more finger-licking chicken by fusing the charm of the Colonel with the speed that modern consumers crave. We used insights from consumer research to overhaul the brand’s entire digital approach.

This meant developing new strategies for their online menu architecture and photography, elevating their brand with copy in the Colonel’s unique voice, and delivering both creative and technological support for their new best-in-class experience. We also created a dynamic design system for a future-proof platform that could scale their brand consistently across all channels.