Trista Capitano
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Cygnus

Cygnus engaged me to re-brand/re-position the company in order to expand its portfolio and service offerings to encompass more custom industrial design, branding and print/digital design.

Timeline: Jan 2017 - Ongoing

 Cygnus is a design and consulting firm specializing in signage, wayfinding and environmental graphic design for large-scale environments.

Cygnus is a design and consulting firm specializing in signage, wayfinding and environmental graphic design for large-scale environments.

Accessibility Poster

Accessibility Poster

To showcase Cygnus' commitment to user experience, I developed this Accessibility Poster which was given away at an event and featured on social media. 

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Show, Don't Tell.

Show, Don't Tell.

My concept design for updated business cards at Cygnus focused on materiality and texture. The company operates in 3-dimensional space and boasts material-sense and technical expertise. I felt the cards should exemplify this in their tactile qualities.

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Where Are We Now & Where Do We Want To Be?

Where Are We Now & Where Do We Want To Be?

I conducted interviews with the Cygnus team to understand the aspirations of the staff, their experiences, relationships with clients, and other insights to determine strengths, weaknesses and differentiators within the company. This research was combined with more market-analysis and competitor audits, to round out my SWOT analysis.

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Positioning Exercizes

Positioning Exercizes

Social Media

Social Media

Social media was used here as a medium to experiment with the brand voice and our messaging in order to position ourselves strategically in the market. 

Strategy 1: 
Generate content that adds value for the audience.
Strategy 2:
Demonstrate our expertise within our field.

"How could design make elevators a more engaging human experience?"

"How could design make elevators a more engaging human experience?"

 

Strategy 3:
Create engaging content and encourage interaction.
Strategy 4:
Demonstrate conceptual, creative thinking.

What Do We Do?

What Do We Do?

This graphic is one iteration used to describe Cygnus' service offerings in a way that shows their competitive advantage over other companies in this niche industry.

The Noble Cause

The Noble Cause