case study
KINLY
Consider the perfect closet. It’s a friend with great benefits. A kindred spirit. Your ultimate ride or die. That covetable je ne sais quoi of the always-loyal capsule wardrobe is what KINLY offers in its comfy yet polished collection of essentials. Inspired by powerhouse female relationships, KINLY has captured lightening not in a bottle, but in luxe terry jumpsuits, wickedly flattering wrap dresses, and tees so cozy it feels unholy. Intelligently-placed nips, tucks, ruffles, asymmetrical lines, and draping zhoozh* up each piece in all the right ways.
Inspired by KINLY’s penchant for thought, expressive details, Antonym developed their brand voice strategy, about story, product descriptions, website copy, and a curated series of email marketing campaigns designed to reflect the strong, confident women at the cornerstone of this empowering brand.
*Choose your favorite spelling: zhuzh, tszuj, zhoosh
THE ANTONYM EFFECT
“KINLY is a woman whose slouch is only in her clothing. And she talks like it. When developing KINLY’s voice strategy it was imperative that we didn’t parody female friendship. We came at it from another perspective, sculpting the brand’s voice from the same characteristics and values that are fundamental to any legit BFF. Confident but clever. Intelligent but approachable. Expressive but effortless. Cool but never, ever contrived. Language that radiates her cool, calm confidence, and the magical sway of her garments.”
THE LEXICON
Unexpected, Undone, Smart, Relaxed, Stylish, Luxe, Elevated, Casual, Flattering, Off-duty, Authentic, Refined, Comfortable
THE KINLY APPROACH TO STYLING
Hooded Cardigan
A non-negotiable for any and all traveling—the hood makes an exquisite hiding spot on planes.
Wrap Tee
Get yourself a high-waist pant and wrap it like it’s hot.
Pineapple Laced Trim Top
Whichever way you style it, this top shouts, “It’s five o’clock somewhere.”
Embroidered Bananas Tee
Fits a little loose, loves a day drink, and is the perfect conversation starter for that bae at the bar.
Variegated Rib Dress
She’s not a clinger, so totally ideal when popping from the beach to the bar on balmy summer nights.
