SBB Creative Year In Review 01 v2_FM_DEC15

2014 /15YEAR 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

Creative Year in Review

STITCH LABS ADCEPTSJune-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

Creative Year in ReviewStitch Labs Adcepts

WHAT’S MOST IMPORTANTTO YOU IS 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


AMERICOMMERCE ADCEPTSDecember 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

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.



banking solutions.


PEDDLING POSSIBILITIES.



banking solutions.



banking solutions.


MAPPING SUCCESS.


6


INFOGRAPHICApril 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

Creative Year in ReviewInfographic

FDICinsured

Picking the best from the lending field

HARVEST COMING SOONWe'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 inminutes

Highapproval

rates

All digital

Fundingin days

Lowinterestrates

Established& trusted

Top 5 ways lending helps small businesses ripen.

ConventionalLending Farms

Alternative FundOrchards

Branch visitsHere today

gone tomorrow Non-regulated

High interest rates

Slow approval decision

Low approvalrates

Slow funding

8


SPARK PAY HORIZONTAL LOCK-UPMay 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.

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Spark Pay Horizontal Lock-up

The proposed lock-up territory forthe horizontal format is defined by

logotype’s cap-height

x

x

xx

The lock-up in use to define theminimum clear zone for reversingthe logo out of a contrasting color

x

x

xx

Original Spark Pay logo

Revised with larger “SM”

Increased legibilty whenused at a 1” width

Alternate solid color for stylized A’s to be used on digital only applications

1”

1”

Original Spark identities forSpark Pay and Spark Business

Proposed horizontal layoutfor Spark Pay logo

1”

10


SPARK 401K IDENTITY AND STANDARDS DESIGNJune 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


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” andwas 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 theexisting Spark Pay logotype while using Omnes as the basic footprint.

12

Spark 401k Identity Design

1”

1”1”

1”

13


SPARK BUSINESS BRAND REFRESHNovember 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

Spark Business Brand Refresh

usinessBSparkS

SusinessB

Original Spark Business identity Proposed Spark Business identity refresh

15

Spark Business Brand Refresh

usinessBSparkS

SusinessB

Current Capital One and Spark Business identity lock-up

Proposed Capital One and Spark Business identity lock-up

Documents

SBB Creative Year In Review 01 v2_FM_DEC15