Project Change

I worked on branding for a year at Capital One on a team known internally as the Design Pirates. The project consisted of a hardware & software product that would transform the way people connect with their money. The hardware component has since been re-branded as the Elements card.

 
The Collection Unique materials adorned with only the customer's signature & optional custom patterns

The Collection Unique materials adorned with only the customer's signature & optional custom patterns

 
Branding Crafting an approachable aesthetic that personifies the product & simultaneously empowers the user.

Branding

Crafting an approachable aesthetic that personifies the product & simultaneously empowers the user.

Hardware Designed as the first lifestyle fashion product by a financial institution, the card enables users to express themselves through lifestyle focused financial hardware.

Hardware

Designed as the first lifestyle fashion product by a financial institution, the card enables users to express themselves through lifestyle focused financial hardware.

Research Understanding our target user and some of the day to day challenges of their personal finances.

Research

Understanding our target user and some of the day to day challenges of their personal finances.

 
 
 

Who is this for?

We focused on the customer segment characterized by people who:

  • have the eventual, but not immediate, ability to reach long term goals
  • make financial decisions on emotion and intuition
  • value customization and authenticity
  • have malleable financial behaviors they are actively looking to improve
 
 

Driving Insights

 

We strive to share success with our customers by re-imagining the way they can relate to their personal finances. We stand for the encouragement of financial confidence, individual engagement, and empowerment of our end consumers.

  • Financial illiteracy creates a need to educate people to spend and save wisely

  • Technology provides the opportunity for customers to better track their behavior

  • It's not about how much customers make or where they've spent their money, it's understanding why the customer behaves the way they do.

 
 
 
 

The first two weeks on the project designers were brought in for a design hackathon. We brainstormed product names, established a brand brief, assembled moodboards, and began work on logo and type iterations. Those concepts were used to lock down an aesthetic direction and eventually, a full logotype.

 
 
 
 

Logotype animation I created to bring our brand story to life...

 
 
 

Packaging

 

Packaging for a six week associate pilot conducted in November 2015

Mailer mock ups

 

Packaging prototypes