Capax Global brand refresh

The problem

Capax Global was a Microsoft partner of engineers, solving data and cloud problems for enterprises. Microsoft and its clients knew the logo. Behind it there were no guidelines, no clear promise, and a voice full of engineering jargon.

Every team made its own materials, so Capax looked different everywhere. Sales materials were slow to make. And among Microsoft's partners, Capax didn't stand out.

The mark

In October 2017 I designed three identity options, from a light update of the existing mark to two new identities. I recommended the update, because Microsoft and our clients already knew it. The real gap was the system around the logo, so I put my work there.

The definition

Next I brought in Push10 and directed the Brand Definition Report, finished in November 2017. It names four audiences: Microsoft, corporate marketing, corporate IT and job seekers. For each, it sets out what drives them to choose Capax. Those drivers shaped the promise in the brand book, built on pride and passion.

The brand book

I designed and wrote the 21-page brand book:

• The promise, mission, vision and the DNA behind them: pride, people and passion
• A personality profile and an archetype, the Intellectual Maverick
• Logo, color, typography and imagery rules
• A voice and writing guide, with a No Robot Talk list of plain swaps for jargon

Rollout

I trained the whole company on the brand. It became the base for datasheets, guides and ads, and we rebuilt the sales kit and resource library in it.

When Hitachi Solutions acquired Capax in 2018, the brand helped close the deal. Capax looked and felt professional.

Walkthrough

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Walkthrough All screens

Capax Global brand book spread on brand personality traits beside an archetype wheel

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