To coincide with Capital Group’s launch of a new internal open-source platform, Open.ITG, we created a new brand that embraces the Open concept—a space to share ideas, play, and innovate. Siloing of projects and lack of cross-team collaboration were among the department’s primary challenges. Our task was to encourage the teams to embrace a new way of working—one that would encourage greater openness and access to information and ideas.
The new Open brand engages with team members in multiple ways by extending to other events and initiatives such as Open.Con—an annual developer convention, Open.Minds—a speaker series, and Open.Bar—a weekly, team-building happy hour.
To encourage playful expression and collaboration, we use simple, geometric shapes in bright colors, like building blocks. The shapes interact and overlap representing the sharing of information and ideas.
Delighted by the outcome, the team was very excited to embrace the new brand. It has sparked new enthusiasm, energy, and engagement in the initiative which will pay dividends for years to come.
- Project Roles
- Art Director, Creative Director, Designer
- Capital Group
- Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Art Direction, Creative Direction, Editorial, Figma
- 3D Illustrations, Brand Identity, Branding, Websites
- Project Industries
- B2B, Lifestyle, Technology