Capital One
Brand Identity & Design Systems
2023+

In 2023, driven by a business need to protect the brand and position it for growth and relevancy, I led an end-to-end refresh of the Capital One brand. Beginning with building a data-driven business case for Senior Executives, no stone was left unturned, from brand personality traits to color values. With only an in-house team and an iron will, I led a refresh the entire Enterprise brand in under 6 months, pressure testing along the way with key partners to validate hypothesis and secure advocacy. In 6 months, we went from a blank page to a fully-fleshed out system, complete with published guidance, a new custom premium typeface, brand asset libraries and a rollout and governance plan.

This page is under development and will be completed by 6/18/26.