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Capsifi Rebrand

04 July 24

We Have Rebranded- The Capsifi Transformation!

What really is a ‘re-brand’? Why do we invest months, resources, and investment to undergo this transformation? 

For us, three simple words encapsulate a much larger narrative:

Align.

Simplify.

Transform.

Transformation is a necessity for any large organization. It’s often challenging, costly, and slow. That’s why Capsifi exists: to facilitate strategic decision-making driven by transformation and innovation. Large organizations are inherently complex. Picture hundreds of different teams spread across continents, each working towards diverse goals using numerous applications.

Effective decision-making requires intelligent insights into the complex workings of the entire business, accessible precisely when and where they’re needed. This involves connecting previously siloed and disjointed knowledge and reconciling all the moving parts of your business that once seemed impossible to align. We need to Align. Simplify. Transform.

Considering we live and breathe this, it was time to rebrand, to ensure that we truly reflect the essence of what we stand for and the value we bring to our clients.

Our rebrand is not just about a new logo or a fresh look; it’s about communicating our commitment to driving meaningful change, simplifying the complexities of business operations, and aligning every aspect of an organization to enable smarter, faster decision-making. This rebrand encapsulates our evolution from a small startup into a trusted partner for large enterprises, highlighting our dedication to innovation, and transformation.

When Capsifi was first founded in 2013 as a small startup born from a PhD thesis, we underwent a lot of transformation. Let’s take a quick journey from what Capsifi looked like then to what it has become today.

From Complex & Colorful to Confident Clarity

The old branding had bright colors, playful illustrations, and busy graphics across the screen. It certainly caught your eye, but did it truly reflect the depth and sophistication of our solutions?

Today, we’ve traded the complex for clarity, the whimsy for wisdom. Enter our new look: sophisticated, refined, and confidently mature. Business realization is our key design theme and at the centre of that is alignment. The core design concept encompasses this theme and is represented via a subtle grid of structure and strategy, grounding our brand in purposeful design. Our solution icons stand tall, each on a symbol of strength and purpose and designed with the user in mind. Each icon representing the value delivered by each solution module.

This isn’t just a makeover; it’s a statement. We’ve shed the trappings of youth to embrace a brand that speaks volumes about who we are and what we stand for.

We collaborated closely with Jaywing, an Australian-based branding agency, to leverage their guidance and expertise. Their extensive experience in rebranding tech companies made them the ideal partners to seamlessly integrate our business strategy into our new visual identity. Over several months, Jay Wing conducted in-depth interviews to establish a strong foundation for discussions about our past, present, and future identity, envisioning where we aim to be in five years.

Here’s Jaywing’s take on the Capsifi transformation:

As we [Jaywing] began the rebranding process, it was crucial for our team to fully understand Capsifi’s extensive range of offerings. To elevate the brand and communicate the product effectively, we kicked things off with a competitor analysis and multiple context sessions. This deeper understanding of the product allowed us to propose new branding opportunities for Capsifi, including the creation of distinct visual identities for their six solutions.

In reimagining the Capsifi brand, our team focused on keeping what worked and scrapping what didn’t. We retained key elements like the distinctive Capsifi Blue but adapted the palette to be more refined and, more importantly, accessible. The Capsifi logo naturally evolved throughout the process, maintaining its original form while adapting in look and feel as the new solution icons were developed. All of this was supported by a foundational grid that underpins the entire identity.

Overall, the new brand has matured and now resonates strongly with its C-suite audience. It avoids over-explaining with visuals, choosing instead to use simplified, striking designs that leave a lasting impression.

“The fantastic thing about this branding project was that it was approached by Capsifi with a digital-first lens. By running it alongside a website evolution project, our designers could work directly with our UX and UI team to ensure crucial decisions about brand elements – like typography, colour and iconography – were grounded in accessibility and mobile legibility. These things can often be overlooked in an external rebrand process, posing potential hurdles for effective website design. The Capsifi team’s forward-thinking approach ensured seamless collaboration, resulting in a final outcome that we’re absolutely thrilled with.”

Brand Director, Anthony Smith 

Beyond the Surface: Capsifi’s Rebranding

The grid is usually a hidden guide, an underlying structure set up in the foundational stages of building something. However, in our rebrand, the grid concept is brought to life, representing Capsifi’s deep understanding of the frameworks and foundations of business. It’s like revealing the intricate fabric or skeleton of an organization, making visible the complex systems that drive it.

Our visual identity uses a darker, modern palette, evoking a sense of forward-thinking innovation. This aesthetic choice, combined with dynamic perspectives, symbolizes the moment of realization—the point at which our solutions, such as Strategic Planning and Business Architecture, bring ultimate insight to the forefront. Through these elements, we illustrate how Capsifi’s solutions and expertise highlight the path to smarter decisions and more aligned operations.

Our rebrand is designed with you in mind, to help you align, simply and transform your business operations.

Navigating Forward: The Roadmap to Tomorrow

As we embrace this rebrand, we are setting the stage for an exciting and transformative future. Capsifi’s vision is to continually innovate and expand our capabilities to better serve you. Our goal is to be at the forefront of transforming complex business environments into streamlined, efficient, and aligned operations.

Our commitment is to provide you with the tools and insights needed to navigate the ever-evolving landscape of business and enterprise architecture. We’re dedicated to helping you consolidate and align your operating model, discover hidden insights, and confidently address your toughest operational challenges. As we move forward, we’ll continue to enhance our solutions, ensuring they are even more intuitive, powerful, and tailored to your business needs.

We envision a future where organisations can seamlessly connect all their parts, turning complexity into clarity and strategic decision-making. With Capsifi, you’ll be equipped to not only meet today’s challenges but also to anticipate and prepare for tomorrow’s opportunities.

Our rebrand is a promise—of continuous improvement, innovation, and unwavering support. And that is what a ‘re-brand’ really means to us.

A final message from our founder, Terry Roach:

“I’m so proud of the new look our marketing team has created for our brand, and more importantly, the impact it will have on our company’s identity. The evolution of the Capsifi brand over the past decade reflects our continuous refinement of vision and the maturing of our business.

When we first started Capsifi in 2013, we had a dream. Today, seeing what Capsifi has become—a global team driving constant innovation and serving some of the world’s biggest brands—is truly astonishing. It has far surpassed all my expectations from back then. Our new brand truly showcases the growth and maturity we’ve achieved.

This transformation paves the way for the release of our next-generation platform, Capsifi 2.0. This latest iteration aligns with the total transformation our product will undergo, as we set to launch an entirely reimagined value proposition. Our ‘operating model-as-an-asset’ is visually captured in the lattice framework and sculptural icons, symbolizing cohesion and connectedness through seamlessly aligned components that create a holistic view of business operations.

We hope that the entire Capsifi ecosystem will resonate with these themes and that it unites us in our quest for clarity and insight. Thank you for being part of this journey with us.”


Terry Roach – Founder

We’re excited to embark on this journey with you to, align, simplify and transform your business for greater success.

Author

Marketing Executive at Capsifi

www.jaywing.com.au | www.capsifi.com



Gartner disclaimer:

Gartner, Magic Quadrant for Enterprise Architecture Tools, Akshay Jhawar, Gilbert van der Heiden, Andrew Gianni, Andreas Frangou, 12 December 2022.
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