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Let your organization’s uniqueness cut through the noise

Your brand identity expresses the personality of your business, aligns with your business goals, and makes a promise to your customers. A brand identity is made up of what your brand says, what your values are, how you communicate your product or service, and what you want people to feel when they interact with you.

Developing a brand identity is about more than designing a logo. It’s about showcasing your personality, creating brand awareness, and establishing preference in order to differentiate your brand from your competition. Doing this consistently across all platforms and interactions with your audiences will help to establish customer loyalty and brand affinity.

We can help articulate your brand story and craft an actionable value proposition. We’ll partner with you to determine or renew your brand foundation and look at your current brand identity and how it’s conveyed in the marketplace, in order to keep your brand current and relevant in an ever-evolving landscape.

Service Highlights

Brand Assessment

CapTech listens to you about the current state of your brand, how it relates to your overall business strategy, including any gaps or concerns in reaching your key audiences. Understanding the current state of your brand provides guidance for the overall creative direction of the project. Deliverables may include:

  • Customer / Audience Personas
  • Competitive Analysis
  • Brand Analysis
  • Brand Strategy
  • Content Strategy
  • Brand Naming / Nomenclature

    Visual Identity

    We use our findings and personas as our foundation to create an impactful new visual identity, through an iterative design process with your team. This iterative process allows for ongoing refinements and baseline check points as we develop the final look and feel that aligns with your brand. Deliverables may include:

    • Logo Design
    • Color Palette & Type Hierarchy
    • Visual / Graphic Library
    • Focus Group Report

      Brand Applications

      With your brand’s visual identity in place, we can work directly with your team to begin to set a standard for the visual and verbal application of the brand across different communication channels. This helps to guide your internal team to a successful launch (or relaunch) of your brand. Deliverables may include:

      • Designed Templates
      • Application Guidance
      • Content Strategy Plan

        Brand Implementation

        CapTech documents the new brand in a complete set of brand guidelines and provides any file preparation or guidance needed to help evidence the brand in the marketplace. This process ensures proper alignment between CapTech and your team, for a seamless result that meets or exceeds your brand expectations. Deliverables may include:

        • Brand Guidelines
        • Production Ready Files

          A State IT Agency ​Gets a New Look

          Virginia IT Agency (VITA) asked CapTech to help them uncover insights into customer interactions and perceptions of their brand to inform the development of a new brand strategy, identity, and user personas.

          We delivered results by conducting stakeholder interviews, leading to three customer personas and three brand personas to help inform user needs.

          That insight led us to thoughtfully design a new brand logo for a modern and enhanced look along with a complete brand visual and verbal style guide so they could ensure brand consistency after the project was over.

          Finally, we applied their new brand across a suite of most commonly used materials to ensure fast and easy organizational adoption.

          Contact Us

          Peyton Green


          Peyton is an experience-driven design leader with over 15 years in the design space using strategy, insights, and Design Thinking to create memorable and meaningful brand experiences. He is passionate about crafting and refining brands to align with business goals, champion internal teams, and drive meaningful customer experiences.