DixonBaxi brings human simplicity to Capital One.

In the age of fast-moving fintech brands, Capital One in the UK needed to better reflect the innovation and human-first approach within the business to existing and new customers. We partnered closely with the in-house teams to reimagine the brand through the lens of human simplicity.

A bold transformation that moves from functional to emotional.

The brand evolves with a new typeface, more conversational voice, warmer colours, as well as photography that feels more natural and candid. The brand elements are being gradually integrated across the product, cards and experience and will continue to evolve with the needs of the business.

Changing the brand from within and bringing it to life.

Together with the in-house brand team, we explored customer journey, interface design, card design and ways to bring simplicity to the experience – from highly conceptual and future-forward to the small details that begin to define the brand today.

Colours bring warmth and tactility. Icons with character, refined for functionality.

Real-life. Not still life.

A more exuberant personality. 

Sharing the brand journey with the entire Capital One team.