By gaining understanding for Capture One's target group, I started optimizing their current visual identity, while leaning on the company’s verbal brand identity. To keep the brand simple and lean, I used key-wording from the verbal brand identity:
In order to create effective, visual communication that both helps explain Capture One’s features, while also looking aesthetically pleasing, I developed an icon design system that is used throughout the marketing material, both off- and online.
Using different media for creating brand equity is about understanding the journey of the costumer. For instance: advertisement through email is useful for targeting consumers with knowledge of the brand and is a useful media for inspirational and educational content and will often be characterized by editorial design. In comparison, Google ads are well suited for creating brand awareness and is a more simple and direct approach.