CAPACITY

PROJECT
I contributed as a Motion Graphic Designer to the evolution of Capacity’s new brand identity, developed in collaboration with Pentagram and led by Giorgia Lupi. This project marked a strategic shift for Capacity—from a digital-first agency to a mature, industry-leading partner in the arts and culture sector.

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.

Alongside the visual identity, the project included a comprehensive strategic repositioning, voice and tone development, and the creation of custom digital tools to support consistency across a fully remote team. These tools enable the seamless production of branded charts, patterns, and visual assets, ensuring scalability and long-term adoption.

CLIENT
Capacity - cultural association
Pentagram design studio, on Giorgia Lupi’s team

ROLE
Motion designer