ONE brand
The concept of "one brand, many experiences" in the financial sector underscores the importance of brand consistency, customer-centric design, and a holistic approach to digital product development.
PROCESS
Services
Visual Design, Iconography, UI/UX Toolkit
1_ challenge
One Brand Visual System
At Capital One, we place a high value on maintaining a consistent and unified brand identity, which we refer to as "One Brand". This involves creating a set of guidelines and a cohesive visual system, allowing us to effectively communicate our brand message and establish the correct tone of voice.
As a Visual UI Designer, my primary responsibility was to help develop a visual system that would identify all the elements of our brand and enhance the overall brand experience. To achieve this, I focused on implementing an effective iconography system, refining visual hierarchy, and creating graphic compositions for the Capital One design systems.
The successful integration between our brand and design system provided a solid foundation for creating exceptional user experiences across our apps and platform.
2_ UI UX Design
Design Components
As a part of my role, I had the responsibility of expanding Capital One's design system. I accomplished this by adding new UI/UX patterns and elements to the Sketch Library, which acted as a central repository for all design elements. Each design element was meticulously created in line with the One Brand guidelines, ensuring that every product and service maintained a consistent and cohesive appearance. By enhancing the visual appeal of our products, we aimed to provide our users with a more engaging and intuitive experience, allowing them to better understand the benefits and offerings of Capital One. My focus was on crafting visually pleasing design artifacts, such as icons and patterns, that enriched Capital One's design ecosystem and contributed to the overall aesthetics of our brand.
3_ visual system
Iconography & Brand Story
I am a Visual Designer working in a small UX team, and I am proud to have contributed to Capital One's rebranding journey. One of the significant milestones we achieved was creating a special group of supporting icons, which included a diverse collection of approved icons representing various themes and elements within the company.
Our efforts were not just about designing icons; they were about crafting a story for our users. Every time we added a new icon to the One Brand, it presented an opportunity to expand the set and contribute to our narrative in the digital branding landscape. Each new icon became a part of our story and represented our journey towards a more modern and cohesive brand identity.
As our icon library grew, it became a visual chronicle of our evolution, and we were proud to be a part of it. By standardizing these icons and making them reusable, we were able to create a consistent visual language that resonated with our users. This unified visual language painted a picture of our brand across various apps and products, ensuring that our users could recognize and connect with us in the modern digital realm.
I aimed to transform Capital One's design landscape on a large scale, and I believe that our efforts to create a unified visual language have helped achieve that goal.
