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Foxtrot

THE CHALLENGE

20/20 Brand Solutions, a trusted provider of company-branded stores and customized products, wanted to shed their old brand and find their footing in an entirely new identity. Capsule stepped in to help make it happen.

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NAMING AND MESSAGING

The name, Foxtrot, sprung from the idea of performing something technical and creative with both quickness and accuracy, similar to the way the brand leads its partners through a project with ease. Messaging balanced a professional, trusting tone with lighthearted plays on the idea of a business running like a well-choreographed dance.

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NOUN: {fox-trot}

A combination of long strides and precise steps that results in footwork that is elegant and purposeful. It’s a movement so equally balanced in quickness and accuracy that it has ceased to become a mere motion and instead, a dance.

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IDENTITY

The playful name inspired an equally playful visual language. Leaning into bright imagery and colors, sharp lines and patterns, the fox logo points forward with focused direction and conveys a professional and sophisticated feel paired with a modern serif typography.


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UX & WEB DESIGN

Designing a digital experience that would help current and prospective clients learn about the solutions and benefits Foxtrot has to offer along with organizing offering information in an approachable way was a critical component of the new website. The layers of materials, products and e-commerce integration made it necessary to have clear CTA’s and a strategic content flow that wouldn’t overwhelm visitors.

The new website leans into iconography and photographs of real people to break up detailed information with a sense of warmth. Infusing the bold and bright system elements against a bright backdrop allows content to pop and provides simple reading and navigation.

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The Result

“The Capsule team applied great design-thinking to our project. The result is a new brand that more accurately represents our energy and commitment to helping our customers succeed.”

– Cindy Matalamaki
Marketing and Communications Director, Foxtrot

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