Cross-team management & delegation ✔
Long term design strategy ✔
Simplifying content ✔
Long term design strategy ✔
Simplifying content ✔
✔ Brand understanding
✔ Company-wide influence
✔ Project management
✔ Company-wide influence
✔ Project management
Context:
Capital One (EMEA) is an American bank that only specialises in credit cards in the UK.
Problem:
The Capital One brand was adopted from the USA, and had not been updated to match the UK market. Over time, the brand was very corporate in comparison to other competition in the market, and through research was not easily recognisable among the participants we had in focus groups and surveys.
Solution:
As the lead designer supporting our extensive brand research, I was able to run, review, and utilise insights from countless focus groups, surveys and interviews, to establish where our brand was moving forward. We had identified 3 key accent colours that, at the time, made us stand out from the rest, and elevated our brand look and feel to a modern, playful and eye catching brand. I worked on putting all this information in a style guide, as well as taking it a step forward to a more in depth copy guide.
Copy was a powerful tool that was repeated during research, so I made sure to focus a separate document to cover all information on messaging and tone of voice for the brand.
Finally - I lead our efforts to roll out our brand internally too, to bring our associates along the ride and start living the brand in their day to day during work by surrounding them with our new approach to what we stood for as a company.
