A company that provides specialized capital expenditure services including asset investment and leasing. Our main goal was to rebuild the existing brand with a fresher look without compromising the business-to-business corporate approach. This project involved the creation of a new logo, brand concept, illustration, textures, photography selection and more.
To create the new logo, our team took the company's main task and simplified to an iconic symbol that would help understand what it does. Because of this, we took the letter C and extracted a piece from it in order to create a void that needed to be filled by the missing piece; which in turn, creates tension and visual cues for movement by trying to fit the gap. Since the company leases furniture, vehicles, equipment and computers to companies that need them; the concept matches perfectly with great simplicity.
Additionally, the typographies were selected in order to achieve a corporate environment that expressed seriousness, robustness, contemporaneity, reliability with a conservative approach to business. This was possible through the combination of a Sans-Serif typeface in the logo and a Serif one for titles and featured texts.
An isotype was also developed and isolated in order to add a more versatile element to the brand, which can be used in backgrounds, compositions, renders and much more. This element encompassed the whole branding concept on it's own, which allowed for a sense of modularity and agility.
In terms of colors, an approach similar to the typography selection was taken in order to reinforce the balance between an modern and tech-savvy company and strict processes. This was achieved through the introduction of a dark blue that communicated a classic corporate approach that contrasts with a highly bright, warm, young and playful yellow.
Finally, a marketing concept was created to help the company aim their advertising efforts. This campaign example inherits the use of empty space in order to place imaginary elements (like computers, cars, furniture) into corporate environments, as if the customer is missing a key piece that can be provided by Capexs.
