Designed by You, Built for Life.

How do you captivate today’s consumer, who wants customization and personalization for any product? How does a specialty retailer compete with the big brands and mega-retailers that provide this, and turn a profit at the same time?

That was the question New Normal Consulting was asked after being approached by Hexa Recreation Products, a high-end international manufacturer of premium customized goods. After extensive research to determine the best approach, New Normal approached Capsule to bring their concept to life. The custom jacket kiosks would be displayed at two boutique outdoor stores: Ute Mountaineer in Aspen, Colo. and Midwest Mountaineering in Minneapolis.

After several design concepts and 3D models were rendered, a...

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Naming and A Bridge

This adventure began more than a decade ago, but continues to play itself out at random moments.

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AlpineAire

How does design thinking move a bottom-of-the-shelf, fourth place brand to achieve a ninety percent leap in sales, jump to the lead position on shelf and continue to gain more share years into the future?

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The Omnipotent Shopper: Power to the People

Please note: this post originally appeared on the Omnishopper blog.

Not long ago (70s and 80s) power rested in the hands of brands. Then, over time (80s and 90s), the power transferred to mass retail. And, in the age of the internet, we have seen a shift community having more power. The last stop on this power trip is the person, not as a shopper, consumer or guest, but as a human being.

Omnipotent: Def; Having unlimited power, able to do anything.

We live in a time when the people have the power to respond in force to a brand’s inconsistencies. Peter...

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Chasing the Dragon

First impressions are important. This is made painfully evident in high-pressure situations like a first date or job interview, and everyone does their best to design the best possible first impression. Do you fully consider this when managing a brand? The importance is profound, yet often has the easiest win in the arena of experience design.

“Chasing the dragon” is a drug reference. The idea is this: the first time you take any particular drug, the feeling is so dramatic it is seldom replicated on subsequent experiences. Part of the addiction is a desire to get back to that first moment or, using 1950s ad language, that first impression. This same idea applies to discovering...

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Ring Lesson #2: Fight with Anxiety-Inducing Creativity

The theme for FUSE this year is Change by Design. Change seems to be a recurring theme within a lot of general conversations. Why? Because change is inevitable, necessary and we as human beings like/need to talk about things that scare us. Change is scary. And as Clark Scheffy from IDEO stated, change is also hard. Today’s speakers collectively addressed the topic of Change by Design from very different experiences. It was a day filled with inspiring lessons learned from Facebook, Dolby, Coke, Apple, Citi, Kiehl’s, Kellogg’s and new to FUSE (I think), DreamWorks Animation and Cirque du Soleil. My main takeaway from today is what I am calling Ring Lesson #2 –...

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The Twenty Seven Percent: Memory Capsule

We sat down this year with our team to discuss what we'd write about for the FUSE conference. Typical to any ideation, it starts with a lot of jibber jabber and the chaff of what might be good ideas. Then, we all focused in on a sharp quote that pierced right through our Patagonia garments, slipped through butter like skin, glanced off a rib bone and was heading right for a beating heart.

"Most consumers wouldn't care if 73% of all brands disappeared."

Ouch.

Stages of grief start to activate.

1. [Denial] This can't be right, who did this study? Can we get our hands on the data? They must...

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It’s Ok To Fight Back

Remember when you were in school? No, not the sorority party memories. Go back further. I'm talking the days of learning how to get along on the playground. Sharing your lunch treat with the cute boy and being sure to have a Valentine for each and every kid in your classroom. We were taught to turn the other cheek if someone was picking on us. Or if a confrontation was imminent, we should "use our words" in defense. Taking a swing at the school bully was the last resort. As grown adults, I know most of us try to live by these well-taught guidelines. However, sometimes it's not so easy and desperate times call for desperate measures.<...

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Think & Link for a Living: Sarah Nichols

Sarah Nichols, founder of RSVTea, will take the Think & Link stage in February.

About Sarah Nichols Macalster '16 grad Sarah Nichols is the founder and president of RSVTea Inc, a beverage company brewing fizzy, energy teas. Sarah created RSVTea because she wanted a healthier option than energy drinks and something better than boring, flat iced tea. After incubating company concepts in the Mac Startups '16 Program, RSVTea was one of six businesses selected for the competitive gBETA Accelerator Program. This is Sarah's first startup venture, and she's on a mission to "revive the power of celebration" with fizzy vibes. RSVTea: everyone's invited.

Sarah will be speaking on the journey in starting her own...

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2017 BOLD Awards

We're beginning 2017 the only way we know how: by being bold.

This year, Capsule is up for a BOLD Award from the Minnesota chapter of the Association for Corporate Growth (ACG). The awards recognize Twin Cities companies and individuals who are pursuing innovative and bold intiatives. We strive to execute audacious branding centered around design thinking, and we have had the opportunity to work with some amazing people and companies in the last year. 

Thank you to Brilliant Reflective, Otso Cycles, Experience More


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