CapTech Consulting

As a team, we helped evolve CapTech’s visual identity into a more cohesive and flexible brand system. I developed and applied new visual standards across digital, editorial, presentation, and motion, ensuring the brand remained consistent while supporting broader marketing and business goals.

ROLE

Art Direction | Brand Strategy | Visual Identity

Objective

Evolve CapTech’s visual identity to align with the company’s strategic direction, strengthen brand recognition, and create a more consistent presence across digital and marketing channels.

Approach

Refined the existing identity into a more focused and flexible brand system, establishing clearer standards for typography, layout, illustration, and iconography. The refreshed system created greater consistency across channels while giving teams scalable tools for future marketing and communications.

Building the Brand System

We established a more intentional approach to typography by simplifying the type system and creating clear guidelines for hierarchy and usage. By removing an unnecessary typeface, we reduced visual clutter and used a single font family with varied weights, scale, and treatments to create hierarchy and consistency across the brand. We established consistent layout rules and guides to create a cohesive system across every asset. Defined spacing, padding, and alignment standards improved readability while making it easier to maintain visual consistency across the brand.

Visual Brand Identity

We developed a new visual identity to create a more cohesive and recognizable brand system. This included a two-color iconography system built with consistent line weights and visual balance, along with custom illustrations designed to bring personality and distinction to covers, social content, and other brand touchpoints.

Enabling Teams to Use the Brand

Created a comprehensive PowerPoint system that translated the refreshed identity into an everyday business tool. Templates, layouts, typography, iconography, charts, and visual assets gave teams a flexible framework for building consistent, on-brand presentations across the organization.

Results

The refreshed visual identity helped drive a 120% increase in social engagement across platforms, while company-wide training equipped employees with a clear understanding of how and why to apply the new brand system consistently.