Brand Refresh

Helped evolve CapTech’s brand into a more modern, scalable visual system.

problem

CapTech’s brand had been refined over more than 25 years, but parts of the visual identity were beginning to feel dated. The refresh needed to move the brand toward a more modern, timeless aesthetic without losing the distinct voice, look, and feel that had been built over time. Because the work touched so many areas of the business, the challenge was not just updating visuals but helping shape a system that could work consistently across internal materials, public-facing communications, and broader brand storytelling. The redesign needed to feel like a natural evolution of the brand rather than a departure from it.

solution

I supported several key workstreams within the refresh, including social media templates, internal and public-facing PowerPoint decks, and the rollout of the newly developed brand mark. My role focused on helping translate the refreshed identity into practical, reusable assets that teams could apply consistently across the organization. I also had a strong hand in shaping the illustration style and curating the stock photography library, helping establish a visual language that felt more modern, cohesive, and scalable. Together, these contributions helped turn the refresh into a usable brand system that supported both day-to-day execution and the company’s evolving messaging.