CAPACITY
Year
2022
Role
Motion Designer
Tags
Capacity is a leading digital marketing agency for arts and culture in North America, working with institutions ranging from major performance venues and museums to smaller regional organizations. Pentagram, led by Giorgia Lupi’s team, developed a new identity and data visualization system to reposition Capacity as an established, industry-leading partner. The new system combines a sophisticated logo, typography, color, motion graphics, and dynamic patterns inspired by seating charts, vintage promotional materials, and Art Deco design. Alongside the visual identity, the project included a strategic repositioning, new voice and tone, and the tagline “Promoting Collective Joy.” To support the rollout across Capacity’s remote team, Pentagram also developed bespoke templates, guidelines, and digital tools. These tools simplify the creation of Capacity’s signature patterns and data visualizations, making the new identity consistent, accessible, and adaptable across future communications.
CREDITS
My role focused on bringing the visual system to life through motion. Building on a refined identity that blends contemporary design with references to Art Deco typography, vintage promotional materials, and seating chart geometries.
I developed dynamic animations and motion principles that reinforce the brand’s central idea: “Promoting Collective Joy.” These motion assets enhanced storytelling across digital platforms, adding energy, clarity, and emotional resonance to the brand experience.
