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Kapylon
Website Redesign

Role
UX Designer, User Researcher, Graphic Designer


Client
Kapylon LLC.


Tools
Photoshop, Illustrator, After Effects, Adobe Firefly



Overview

Kapylon LLC , is an emerging IT consultancy startup, catering to a diverse clientele spanning the USA, India, and the Middle East. As a sole graphic and UX/UI designer at Kapylon, I had the opportunity to wear multiple hats, supporting the team with a diverse range of design needs and contributing to the overall brand identity. My role was to create visually engaging and intuitive brand experiences by managing every aspect of the creative process—from ideation and design to giving copy inputs.

In this case study, I highlight my work across three key areas: brand identity design, social media content and an extensive homepage redesign.

View Prototype

Overall Challenge

After in-depth discussions with the stakeholders at Kapylon, it became clear that their emerging consultancy in the IT sector required a strong digital presence and a cohesive brand identity. It was evident that a full redesign was essential—not just to refresh their image, but to create a unified, engaging experience across all digital touchpoints.
In response to the urgent need for a brand identity, I chose to prioritize defining the brand's identity first. This would ensure consistency in visual language for all team members to follow, while I focus on redesigning the homepage.

Quick Links:

Brand Identity
Research & Design
Design Decisions
Social

Brand Identity Design

✅ Developing a cohesive brand identity.

In order to help employees and stakeholders to maintain a cohesive brand language, I established a clear and cohesive style guide to ensure consistent branding across all materials, both digital and print.

Typography

I adopted the 'Graphik' font family for all communications, using its clean, modern style to convey professionalism and readability. 

Color Palette & Shades

A carefully selected color palette ensures a unified brand presence. Starting with the brand’s core color—dark blue—I set out to craft a contemporary and modern color palette that was both visually appealing and accessible. I carefully adhered to WCAG 2 contrast and color requirements to ensure readability and inclusivity. To complement the primary shade, I introduced a balanced mix of neutral tones and an accent tone, maintaining a cohesive design language.

Logo

To enhance the dynamism of the logo, I incorporated motion into its design. The circular compass element offered a unique opportunity to emphasize the positive symbolism of the logo. By adding a continuous rotation, the logo took on a more meaningful representation, reflecting a 360-degree approach that is always at service.

Style Guide

Style guide included specific rules for logo placement, ensuring the logo maintains its integrity across various formats. I defined clear spacing requirements around the logo to ensure visibility and avoid visual clutter, both in digital and print materials.

✅ Developing a cohesive brand identity.

In order to help employees and stakeholders to maintain a cohesive brand language, I established a clear and cohesive style guide to ensure consistent branding across all materials, both digital and print.

Typography

I adopted the 'Graphik' font family for all communications, using its clean, modern style to convey professionalism and readability. 

Color Palette & Shades

A carefully selected color palette ensures a unified brand presence. Starting with the brand’s core color—dark blue—I set out to craft a contemporary and modern color palette that was both visually appealing and accessible. I carefully adhered to WCAG 2 contrast and color requirements to ensure readability and inclusivity. To complement the primary shade, I introduced a balanced mix of neutral tones and an accent tone, maintaining a cohesive design language.

Logo

To enhance the dynamism of the logo, I incorporated motion into its design. The circular compass element offered a unique opportunity to emphasize the positive symbolism of the logo. By adding a continuous rotation, the logo took on a more meaningful representation, reflecting a 360-degree approach that is always at service.

Style Guide

Style guide included specific rules for logo placement, ensuring the logo maintains its integrity across various formats. I defined clear spacing requirements around the logo to ensure visibility and avoid visual clutter, both in digital and print materials.

Redesigning the Homepage

Approach

I tackled the project in three phases.

Discovery

Competitor Analysis, User Research, and Stakeholder Interviews.

Ideation

Persona Development, Brainstorming and Downloading Findings, Strategy Development

Design

Collaborative Ideation, User Flows, Wireframes, High Fidelity Screens.

Research & Discovery

The research process for this project entailed a competitor analysis, user research, and stakeholder interviews.

I conducted user research utilizing a mix of qualitative and quantitative research methods to better understand the needs of the users.

Competitor Analysis

I conducted competitor analysis, benchmarking Kapylon against 3 different IT consultancy firms as direct competitors and 4 other IT consultancies as competitions based on market leadership. I analyzed both the categories of competitions websites in terms of user experience, design trends, and feature sets. This helped me identify opportunités to differentiate Kapylon in the market.

Stakeholder Interviews

Interviewing the stakeholder was extremely valuable as it helped me in understanding the strategy and business goals for the project.

Research & Discovery

The research process for this project entailed domain research, a competitor analysis, heuristic analyses, user research, and stakeholder interviews.

I conducted stakeholder interviews, User research utilizing a mix of qualitative and quantitative research methods to better understand the needs of the users.

Competitor Analysis

I conducted competitor analysis, benchmarking Kapylon against other 3 IT consultancy firms as direct competitors and 4 other IT consultancies as competitions based on market leadership. I analyzed both the categories of competitions websites in terms of user experience, design trends, and feature sets. This helped me identify opportunités to differentiate Kapylon in the market.

Ideation:
Brainstorming
& Iterating

After the discovery phase ended I downloaded all the findings and leveraged them to define the goals and approach for the design. The goal for this part of the project was to define the target user, their needs, and the vision for the project.

Key Activities

• Understand who are our target users.

• Understand what the target users want to do.

• Understand the current state of the experience and how it needs to change.

Persona

To understand the persona I researched current IT consulting clients and target market. The information collected helped to sketch out the goals, pain points and behavioural traits of potential candidates.

User Journey

I developed a detailed document outlining the user journey, based on research findings, to gain a deeper understanding of the user's perspective and identify opportunities for Kapylon to address these needs at various stages of the journey.

The document also identified key opportunities for Kapylon's new website to leverage within the user journey.

Key Findings

Working on the persona and user journey provided me with valuable insights into the behaviors, needs, and pain points of the website's target audience. This helped me identify gaps and areas where the current website content might not fully address the users' needs or expectations. Mapping out the user journey allowed me to see where they might encounter friction, confusion, or frustration, and highlighted the critical touchpoints that could benefit from improved content, clearer messaging, or more intuitive navigation.

With this knowledge, I was able to pinpoint the specific additions and iterations needed to enhance the user experience.

Working with the content writer to optimize the content for SEO with relevant keywords.

Providing quick access to contact or consultation options by adding clear CTAs.

Showcasing current clients and partners to establish robust market presence.

Adding clear value propositions on the homepage.

Clients testimonials to build trust and credibility.

Once I had a clear understanding of the necessary additions and improvements, I proceeded to design an information architecture that would best support the updated content and user experience. I began by thoroughly reviewing Kapylon's current website to identify its existing structure, navigation, and content flow. From there, I mapped out a more intuitive and streamlined architecture, ensuring that key information was easily accessible and logically organized. This process involved considering user needs, prioritizing essential content, and ensuring that the new additions would seamlessly integrate into the existing framework. The goal was to create an architecture that would enhance usability, improve the user journey, and allow for future scalability as Kapylon continues to evolve.

High-fidelity Wireframe

View Prototype

Design Decisions

Hero Bannner

Services

Industries

Additional Sections

Social

Partnership Posts

As a designer, I was tasked with creating LinkedIn posts announcing partnerships with clients like Google Cloud Platform, AWS, and New Relic. My role encompassed the full creative process—from ideation and design to crafting the accompanying copy. I worked closely with the marketing teams to ensure each post conveyed key messages while adhering to brand guidelines. Through engaging visuals and animations, I developed engaging content that highlighted the clients' partnerships with leading tech companies, enhancing their online presence and fostering stronger connections with their target audience.

Announcement Post: Google Cloud Platform

Announcement Post: Google Cloud Platform

Announcement Post: Google Cloud Platform

Project Delivery Announcement Post

Announcement Post: New Relic

Announcement Post: AWS

Partnership Posts

As a designer, I was tasked with creating LinkedIn posts announcing partnerships with high-profile clients like Google Cloud Platform, AWS, and New Relic. My role encompassed the full creative process—from ideation and design to crafting the accompanying copy. I worked closely with the marketing teams to ensure each post conveyed key messages while adhering to brand guidelines. Through engaging visuals and animations, I developed engaging content that highlighted the clients' partnerships with leading tech companies, enhancing their online presence and fostering stronger connections with their target audience.

Design Decisions

Hero Bannner

Services

Industries

Additional Sections

Partnership Posts

As a designer, I was tasked with creating LinkedIn posts announcing partnerships with high-profile clients like Google Cloud Platform, AWS, and New Relic. My role encompassed the full creative process—from ideation and design to crafting the accompanying copy. I worked closely with the marketing teams to ensure each post conveyed key messages while adhering to brand guidelines. Through engaging visuals and animations, I developed engaging content that highlighted the clients' partnerships with leading tech companies, enhancing their online presence and fostering stronger connections with their target audience.

What Did I Learn?
During my time at Kapylon, I had the opportunity to work independently as the sole graphic and UX/UI designer, where adaptability and multitasking were crucial. I was expected to take on a wide range of tasks, supporting the team with diverse design needs and contributing to the overall brand identity. This experience taught me how to manage my time effectively and prioritize tasks to meet tight deadlines, all while ensuring that the quality of my work was never compromised.
As the sole designer, I was responsible for every stage of the creative process, from ideation and wireframing to high-fidelity design execution. I focused on creating visually engaging and intuitive brand experiences, making sure that each design decision was aligned with user-centered principles and supported the overall user journey.
Working independently also taught me the value of collaboration. I frequently collaborated with developers and copywriters, providing input on content structure and ensuring consistency across all touchpoints. This collaborative approach allowed me to maintain a cohesive brand experience throughout the project.
Ultimately, my time at Kapylon strengthened my ability to thrive under pressure, wear multiple hats, and manage a variety of design tasks simultaneously. I learned to balance creativity with efficiency, delivering high-quality results while contributing meaningfully to both the functional and aesthetic aspects of the project.
Website
Redesign

Role
Designer


Client
KAY Jewelers


Tools
Photoshop, XD

Website Redesign

Role
Designer


Client
KAY Jewelers


Tools
Photoshop, XD