Captiva Rebranding & Art Direction, September 2023
Captiva is a mid range computer manufacturer, marketing mainly to gamers. During Summer 2023, they approached Freaks 4U GmbH to propose a rebranding. I directed two senior designers from my team to propose new visual directions after extensive competitor research and an audit of their current brand.
An iterative approach
While researching competitors and studying the brief, I came up with some initial drafts of ideas for the logo update, some new graphic elements and a basic mockup for a social ad. The client wanted to update and unify the graphics on their website, points of sale and social media.
Two Directions
After my initial research, I held a brainstorming and briefing review with two senior designers in my team, Mariana Dias and Juan Cutillas, and handed over the task to each of them to come up with their own visual directions. Each direction needed to include a palette, a choice for a new typeface and a graphic device.
Client Feedback and Fine Tuning
Both options were presented to the Client, who provided feedback, and settled on a version of on of the directions, with some edits. We tried to base the color pallets off of emotional imagery
The client was very happy with the final results, which have started to be implemented on their social media. These final mockups were created by Mariana Dias.
