Cap City

The Challenge

With a brand name and identity knotted too closely to its original home in Stadium 34, the Store 34 team challenged Media Fox to develop a new identity to help facilitate growth and future expansion of the brand and its customer base.

'I’ve always felt
that they’ve stood
by our vision and
shared our goals.'

Matt Beatson
- Cap City -

The Result

With a particular focus on Store 34’s customer base, the Media Fox team developed a brand to better reflect customers’ passion and attitudes towards their favourite brands, cities and teams.

The development of new taglines ‘Rep Your Team’ and ‘Rep Your City’ led to the birth of the new Cap City brand, clearly defined by the connection to its customers and their values.

The visual identity has immediate impact through use of the logo and tagline on urban-based black and white photography, prominently positioning customers displaying their passion for Cap City products.

The striking new look has been consistently deployed across Cap City stationary, store signage, posters, social media pages and loyalty cards.

“The team at Mediafox have been really professional and easy to work with. I’ve always felt that they’ve stood by our vision and shared our goals. When working on our brand, Mediafox got our visual identity spot on. I wanted a brand that effectively communicated our street and urban aesthetic. Mediafox listened, designing a bold visual identity that positioned us as street-wear specialists- which was exactly my vision.”

Matt Beatson
- Cap City -