CAPSLOCK brand refresh

In 2025, CAPSLOCK entered a scale-up phase, exposing the limitations of a brand that had evolved inconsistently through multiple external agencies. Without proper brand controls, the identity had become diluted and no longer aligned with the organisation’s strategic direction.

I led a brand refresh in collaboration with senior stakeholders, redefining the visual identity, creating comprehensive brand guidelines, and rolling out a cohesive brand strategy across all channels.

We've got what you need to get into cyber

Website hero in refreshed brand style

Design process

I led a series of brand workshops with senior stakeholders to explore CAPSLOCK’s brand journey, current position, and future direction, including a strategic shift from B2C to B2B.

Given CAPSLOCK’s strong reputation within the cyber security sector, the decision was made to pursue a brand refresh rather than a full rebrand, building on existing brand equity while refining and resetting the visual language.

Insights from the workshops informed an analysis of the current brand alongside competitors and peer organisations, highlighting key areas for improvement. This research, combined with iterative design development, shaped the refreshed brand identity.

Mock-up of B2B product brochure

Colour

I refined the brand palette by focusing on CAPSLOCK’s primary colour and shifting towards a more monochromatic system. This matured the visual identity to support the company’s move towards a B2B strategy, while maintaining continuity with the existing brand and preserving recognition.

The refreshed palette feels more restrained, consistent, and scalable, with accessibility informing key decisions — including colour contrast and the introduction of softer beige and grey tones in place of harsh black and white to improve readability.

Type

A new brand typeface was selected to feel friendlier and more approachable, while remaining professional.

Rounded details and clearly differentiated glyphs improve legibility and accessibility, supporting inclusive communication across digital and print applications.

CAPSLOCK logo - before and after

Logo

The existing logo lacked presence and personality when used alongside other brands. Rather than redesigning it entirely, I made subtle refinements to strengthen its impact while preserving recognition.

The original typeface was retained, with adjustments to weight and kerning to improve balance, and the dot repositioned to give it greater emphasis. The logo was simplified into a monochrome system for flexibility, with a stadium outline introduced to unify the elements and create a more confident mark.

Sample of final brand guidelines

Imagery

The refreshed brand places emphasis on content over decoration. High-quality, candid imagery of real people leads the visual language, supported by subtle gradients and circular motifs that reference CAPSLOCK to increase recognisability.

Clean layouts, rounded edges, and restrained use of graphics ensure the brand supports the message rather than competing with it.

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