Capital One
Rebrand
Guidelines
Capital One needed a brand refresh that felt more human, conversational, and distinct — while remaining clear and functional across every touchpoint.
We developed a refreshed visual language grounded in clarity and warmth. I helped shape the photography direction, embracing a candid, honest tone, and crafted a custom icon system that brought consistency and personality across digital and service moments. The result is a brand that feels simple, confident, and genuinely human.