The brand had outgrown its structure
KIRI combines a clothing brand, its own production and an educational project built around founder Katya Kiri's approach to style. As the business grew, new pages were added to meet individual needs. The connections between them became harder to follow.
The initial request was a redesign. Looking at the customer journey showed that the shop and School of Style effectively lived on separate websites. To a customer they were one brand, but the experience did not reflect that.
Bring the journeys together
We rebuilt the information architecture and brought the school and course pages into the main site. We simplified the routes between sections, clarified their names and removed duplicated destinations.
The revised structure gave clothing, education and the wider brand story clear places within the same experience. Future initiatives could join that structure instead of creating another disconnected site.
Give the products and story room to speak
We turned the brand history into a timeline using archival images and milestones. The visitor could explore how KIRI developed, rather than face a single long block of background text.
For the catalogue, we prepared the brand's video material and integrated it into product pages. Movement helps show how a garment sits and how the fabric behaves. The work included colour correction and optimisation for the website.
What changed
KIRI received a shared visual and structural system for the shop, school and brand story. The project addressed how people move through the site as well as what individual pages look like.
This case describes the delivered structure and experience. It does not attribute a sales uplift to the redesign without a separate measurement of that effect.
