CAPITAL


A stylish café based in the heart of New York’st historic Financial District.

  • Overview


    The objective was to design a "long-scroll" style landing page. The client required a hero section, an "Our Values" section, a call-to-action (CTA), and a footer. I created designs for desktop, tablet, and mobile views, along with a logo.


    Duration

    2 Weeks

    Role

    Visual Design

    Team

    Independent

    Tools

    Figma

  • Brand Identity Keywords


    Sophisticated, Elegant, Refined, Professional, Upscale, Classy, Tailored, Metropolitan

  • Brand Mission


    CAPITAL is a one stop shop for commuters seeking refuge from busy lunch times and morning rush in New York's Financial District.

  • User Stories



  • Competitive Analysis



    Blue Bottle Coffee


    Does not have brand logo clearly displayed on hero section, more emphasis on products than brand. Did not like the idea of selling a product immediately rather than introducing the brand.


    SUITED


    Strong emphasis on Financial District community influence, specifically the people who work in the Financial District. The identity is conveyed through pictures and phrases such as “tailor made” and pictures of people in suits.


    Black Fox


    Sleek and modern design. Does not feel as if you are being sold a product, rather it is an experience to visit Black Fox. Visually conveys the impression of serenity away from the rush of the Financial District.


  • Moodboard


  • Iterations






  • Final Design