Discovery
I provided creative direction and led the internal brand awareness campaign More than a lick of paint following a major rebrand in partnership with DixonBaxi. The goal was to build confidence in the new brand and clarify its purpose across the organisation. Capital One’s branding had gone through multiple iterations, leaving associates confused and fatigued. Outdated email footers, colour palettes and sponsor logo lockups caused inconsistencies across internal and external communications.
Design
I developed the internal brand toolkit and portal on the intranet, giving associates access to all assets and collateral, including merchandise ordering, letterheads, comp slips and other essentials. The campaign was reinforced with interactive touchpoints: digital screens with spray can animations, large communal displays, oversized spray paint cans with QR codes and a pop-up event with iPads linking directly to the portal. These activations made the refreshed brand tangible, easy to understand and consistent across all communications.
Delivery
The campaign clarified the new brand and encouraged adoption across internal and external communications. The portal received over 1000 hits in its first week from associates across London and Nottingham. The initiative reduced confusion, strengthened engagement and ensured the refreshed brand was applied consistently throughout the organisation.
