1. 2014/15
YEAR IN REVIEW
Fletcher Maffett, Senior Art Director
Bank Brand Creative
Compiled on 1 December 2015
Part 1
Small Business Bank
Product and Service Campaigns
2. 2
Creative Year in Review
STITCH LABS ADCEPTS
June-July 2014
Objective
StitchLabs is a payment system like Square, but it has a more in-depth
inventory system, which is accessible by your computer, mobile phone
or tablet. When Capital One was courting to buy StitchLabs, we were
asked to show how a set of co-branded ads would look.
Approach
We designed ads depicting the StitchLabs and Capital One logos.
3. 3
Creative Year in ReviewStitch Labs Adcepts
WHAT’S MOST
IMPORTANT
TOYOUIS IMPORTANT TO US.
Spark Pay with the power of Stitch Labs
ultimate inventory control.
Lorem ipsum est ea debet reformidans. Probo erant perpetua ne eam, ex dico animal splendide has. Augue ceteros vix an, tri tani denique appareat nam ad.
Spark Pay with the power of Stitch Labs ultimate inventory control.
Lorem ipsum dolor sit amet, ut quodsi sanctus constituam qui, ei legimus
signiferumque sit. Iriure consequat eos ad. Sed modus graeco euismod cu,
per no mollis suavitate. Inani nominavi euripidis ex sea.
4. 4
Creative Year in Review
AMERICOMMERCE ADCEPTS
December 2014
Objective
Capital One recently acquired AmeriCommerce, a provider of
ecommerce solutions for small businesses. Their services include
e-store development, shopping cart functionality, web design, and other
back-end support services (inventory management, data storage, etc.).
We are in the process of determining what our naming and brand
architecture strategy will be for their assets as we head towards brand
conversion. We provided several print and webpage mock-ups to the
project team showing how the conversion could come to life.
Approach
We incorporated the AmeriCommerce look and tone of voice, while
providing Capital One and AmeriCommerce logo lock-ups. These were
for internal discussion and did not require Legal/Compliance approval.
5. 5
Creative Year in ReviewAmericommerce Adcepts
SPINNING
OPPORTUNITY.
AmeriCommerce is joining Capital One®
to offer you more.
Capital One is proud to be the first big bank to offer
small business owners innovative e-commerce technology,
tools, resources and expertise as part of our best-in-class
banking solutions.
Learn more today at
americommerce.com/news/capital-one-announcement
WIDE OPEN
OPPORTUNITY.
AmeriCommerce is joining Capital One®
to offer you more.
Capital One is proud to be the first big bank to offer
small business owners innovative e-commerce technology,
tools, resources and expertise as part of our best-in-class
banking solutions.
Learn more today at
americommerce.com/news/capital-one-announcement
PEDDLING
POSSIBILITIES.
AmeriCommerce is joining Capital One®
to offer you more.
Capital One is proud to be the first big bank to offer
small business owners innovative e-commerce technology,
tools, resources and expertise as part of our best-in-class
banking solutions.
Learn more today at
americommerce.com/news/capital-one-announcement
Capital One is proud to be the first big bank to offer
small business owners innovative e-commerce technology,
tools, resources and expertise as part of our best-in-class
banking solutions.
Learn more today at
americommerce.com/news/capital-one-announcement
MAPPING
SUCCESS.
AmeriCommerce is joining Capital One®
to offer you more.
6. 6
Creative Year in Review
INFOGRAPHIC
April 2015
Objective
Since the Great Recession, banks failed to fully meet the needs of
SBOs in the lending space, which paved the way for alternate digital
lenders to enter the marketplace. We needed an infographic that
explained the circumstances that led to the rise of alternative lenders,
and showed that Capital One had an opportunity to enter the mix and
win with a purely digital short-term lending product that combined the
best of alternate digital lenders and traditional banks.
Approach
An arresting visual of a basket of apples in an orchard instantly
identifies the five ways lending helps small businesses grow, as well as
the RTBs.
7. 7
Creative Year in ReviewInfographic
FDIC
insured
Picking the best from the lending field
HARVEST COMING SOON
We're combining the best of conventional and alternative
lending to create a new, all-digital Small Business loan.
Pilot coming Q3 2015.
Equipment
Growth &
expansion
Marketing
Inventory
Operating
cash flow
Apply in
minutes
High
approval
rates
All digital
Funding
in days
Low
interest
rates
Established
& trusted
Top5wayslendinghelps
smallbusinessesripen.
Conventional
LendingFarms
AlternativeFund
Orchards
Branch visits
Here today
gone tomorrow Non-regulated
High interest rates
Slow approval decision
Low approval
rates
Slow funding
8. 8
Creative Year in Review
SPARK PAY HORIZONTAL LOCK-UP
May 2015
Objective
We were asked to create a standard for using the Spark Pay in a
horizontal format. One had not been created by the original agency.
Approach
To create an aestetically correct version of the Spark Pay business mark
in a singular, linear approach while increasing the SM so it could be
reproduced when it was used at a one-inch minimum.
We also defined the lock-up territory in which the logo would be used
for all branded usuage in reproduction for both print and online media.
9. 9
Spark Pay Horizontal Lock-up
The proposed lock-up territory for
the horizontal format is defined by
logotype’s cap-height
x
x
xx
The lock-up in use to define the
minimum clear zone for reversing
the logo out of a contrasting color
x
x
xx
Original Spark Pay logo
Revised with larger “SM”
Increased legibilty when
used at a 1” width
Alternate solid color for
stylized A’s to be used on
digital only applications
1”
1”
Original Spark identities for
Spark Pay and Spark Business
Proposed horizontal layout
for Spark Pay logo
1”
10. 10
Creative Year in Review
SPARK 401K IDENTITY AND STANDARDS DESIGN
June 2015
Objective
As the Spark Small Business suite of services grows, there was a need
for a mark to identify and brand Spaerk 401k. As we are closest to this
product creatively, we were asked to design what the other agencies
were not quite able to accomplish.
Approach
We don’t have a typeface for the Spark Pay or Spark logotype in the
Spark Business identity, so we used a similar typeface as the footprint
for creating the new “401k” logotype element.
To do this, we carved out exisiting elements and fully recreated the
letterforms from scratch.
11. 11
Creative Year in Review
100% Omnes typeface from the
supplied sample. A good start!
The existing Spark Pay mark.
The zero was made wider to more fully
match the width of the “P” and “R”
in Spark Pay for visual continuity.
The ear on the “1” maintains the same
degree of slant as the arm of the “K” and
was rounded off at the interior side. This
is consistent the design of the letterforms.
For the numerals, we have
honored the “personality”
of the Spark Pay logotype by
maintaining the alternating
square/round edges to the
ascender/descender stems.
Completely re-cut using elements of the
existing Spark Pay logotype while using
Omnes as the basic footprint.
13. 13
Creative Year in Review
SPARK BUSINESS BRAND REFRESH
November 2015
Objective
When Spark Business was introduced into Capital One’s suite of
products and services, an outside advertising agency had created the
brand identity for it. The look and feel was always problematic for not
only Capital One, but for the Small Business Bank Brand channel as
well.
On another note, no one could ever figure out how the red “A” captured
the essence of a “spark,” as it was originally sold. It appeared to
be boomeranging around between its surrounding letterforms. We
developed the idea of capturing the essence of a spark in a more
visually appealing way.
In time, there was more demand to create a lock-up to incorporate both
identities living together in the same same space. This drew even more
attention to what was perceived as a partnership instead of a parent and
sub-brand relationship. We were tasked with looking at refreshing the
Spark Business identity and realigining it with the current Capital One
identity.
Approach
To look at the Spark Business identity as a standalone sub-brand and
then combine it alongside the Capital One brand mark as a lock-up
when either were used to best fit its particular marketing message for
print of digital.
This project is an ongoing work in progress but my contribution is
included in this document.
14. 14
Spark Business Brand Refresh
usinessB
SparkS
S
usinessB
Original Spark Business identity Proposed Spark Business identity refresh
15. 15
Spark Business Brand Refresh
usinessB
SparkS
S
usinessB
Current Capital One and
Spark Business identity lock-up
Proposed Capital One and
Spark Business identity lock-up
