CAPTI

Capti is a virtual fitness platform powered by gaming based on adventure, exploration and discovery. A connected fitness company with deep roots in gaming that delivers immersive, community-driven workouts designed to challenge and motivate you. The company tapped our team at Character to develop the brand positioning, name, and visual identity. Riders describe the feeling of adventure on the bike as incredibly captivating, which informed our naming process and eventually resulted in the name “Capti”, as well as a brand positioning centered around possibility and adventure. Our dynamic visual identity is anchored by an iconic, abstract C logo that borrows inspiration from racing vernacular. From there we developed a flexible grid, graphic language, badging system, bike designs, and brand guidelines that serve as the foundation for the brand. 

CLIENT:   CAPTI
ROLE:   DESIGN & ART DIRECTION
STUDIO: CHARACTER
DESIGN DIRECTION :  ANDREW JOHNSON
CREATIVE DIRECTION :  BEN PHAM
WRITING :  ANDREW MITCHELL
PROJECT MANAGEMENT:  DARREN PATTERSON
WEB DESIGN :  CAPTI