1. 1. 2014/15 YEAR IN REVIEW Fletcher Maffett, Senior Art Director Bank Brand Creative Compiled on 1 December 2015 Small Business Bank Communications for print and digital
2. 2. 2 Creative Year in Review ONLINE CREATIVE 2014 2015 Objective To work with the digital team to supply and render visual elements along with copy that was consistent with the Bank Brand Voice and corporate standards. Approach Our collective work was heavily juried by the Band Brand Strategy team to ensure that the messaging and visual continuity was spot on with all of our corporate communications needs. Since our creative team developed and evolved the corporate visual and messaging voice, we were responsible for developing these crucial elements in such a way that Capital One Bank spoke to its audiences with a unified voice and within the corporate guidelines.
3. 3. 3 Earlier generation of WWW Spark Business foirmat with old style visual messaging standards. Online Digital Design Support, 2014 2015
4. 4. 4 Creative Year in Review ONLINE CREATIVE 2015 to present Objective To work with the digital team to supply and render visual elements along with copy that was consistent with the Bank Brand Voice and corporate standards. Approach Here, we have evolved the corporate style to a cleaner, more pithy messaging style that accentuates the primary elements of the subject matter rather than build a story around a single banner image, as displayed in the earlier generation of Capital Ones Spark Business.
5. 5. 5 Current generation of WWW Spark Business foirmat with evolved visual messaging standards. Online Digital Design Support, 2015 to Present
6. 6. 6 Creative Year in Review ONLINE CREATIVE 2015 to present Objective To work with the digital team to supply and render visual elements along with copy that was consistent with the Bank Brand Voice and corporate standards. Approach On occasion, there was a demand when simple messaging was used without any other visual elements than clean, to-the-point typography. The creative team would present a variety of solutions and push for the most direct messaging approach.
7. 7. 7 Online Digital Design SupportDigital Email, 2015 to Present
8. 8. 8 Creative Year in Review ONLINE CREATIVE 2015 Objective To support the Digital Team with icon graphics that best represented actions, services and products all within the Spark Business Brand for mobile applications. Approach On occasion, we were not called upon to lead in creative messaging for online and mobile application design. Here, we took the back seat and supplied the digital team with world-class iconographics.
9. 9. 9 Online Digital Design SupportMobile Applications, 2015
10. 10. 10 Creative Year in Review ONLINE CREATIVE 2015 Objective To support the Digital Team with prototype design for the newly developed National Small Business online experience. Approach To help generate a functional protoype with the Digital Team which is evaluated and then redesigned with all of the necessary messaging and graphics in accordance to the current brand standards. The philosphy is to start with a clean, functional design based on the user experience only. The window dressing is later added when the Line of Business Team is satisfied the working model does everything that is necessary first. The creative team is then enabled to help evolve the project so that form and function work together from both the UX as well as the aesthetic.
11. 11. 11 Online Digital Design SupportMobile Application Development, 2015
12. 12. 12 Creative Year in Review ONLINE CREATIVE 2015 Objective To support the Digital Team with prototype design for the existing Spark Small Business online experience. Approach Another work in progress, here we begin to realize prototype designs very similar in functionality to the NSB online experience with more refined content in place.
13. 13. 13 Online Digital Design SupportMobile Application Development, 2015
14. 14. 14 Creative Year in Review DIGITAL EMAIL COMMUNICATIONS 2015 Objective Using existing digital templates, create a simple call to action messaging which motivates a Spark Business card holder to take action for a lost or stolen card by activating their newly replaced card immediately upon receipt. Approach Simple, proactive messaging with easy to understand steps to guide the cardholder to avoid any disruption of their account status.
15. 15. 15 Digital Email CommunicationsImmediate Activation of a Replacement Card, 2015
16. 16. 16 Creative Year in Review SPARK BUSINESS NSB LOGIN SCREEN November 2014 Objective We were asked to provide several background options for the Spark Business Login Page. Brand Strategy did not feel that the current background image resonated with Small Business Owners as well as it could. They wanted to lean more towards an image that conveys ease and convenience. Problem/Solution In our effort to replace an already exhausted image, we realized there was more at stake beyond a simple image replacement requestThe sign-in screen also took up an enormous footprint within the log-in screen. Regardless of the image we recommended to use, we identified with the business team that the image would be hard to see or have the user identify with any photograph that was hidden with log-in screen. Approach We designed and presented image options that supported our mission principles: ingenuity/simplicity/humanity. We selected images that conveyed that NSB as bringing innovative ideas, new digital capabilities, and respectful customer support to push beyond the boundaries of a traditional banking relationship. The original log-in screen, at left.
17. 17. 17 CONCEPT 4MODIFIED WITH SB CUES The fictitious logo depicted in this image is for position only and a part of the conceptual thinking. Upon concept approval, we will create a more dynamic and realistic looking logo. ALTERNATE IMAGES FOR REVIEW CONCEPT 4 ALTERNATEMODIFIED WITH SB CUES The fictitious logo depicted in this image is for position only and a part of the conceptual thinking. Upon concept approval, we will create a more dynamic and realistic looking logo. ALTERNATE IMAGES FOR REVIEW Spark Business NSB Login Screen The four images above are presented as alternate images to the two approaches presented at the top.
18. 18. 18 Creative Year in Review MISSING W9 FATCA DM 2015 Objective Somehow, Capital One had omitted to communicate relevant information to small business owners which could incur customers having to pay penalties on their 2015 tax statements. It was an oversight and the strategy was to develop DM for print and digital to let customers know they needed to go to the IRS site and verify their tax withholding information to ensure it was accurate without it sounding like a mistakeand, to do so quickly. Approach The copy was obviously very straightforward and not in the typical, conversational brand voice we might typically use. In doing so, the copy developed was heavily scrutinized by the Legal Department as well as the Line of Business team.
19. 19. 19 Form W-9(Rev. December 2014) Department of the Treasury Internal Revenue Service Request for Taxpayer Identification Number and Certification Give Form to the requester. Do not send to the IRS. Printortype SeeSpecificInstructionsonpage2. 1 Name (as shown on your income tax return). Name is required on this line; do not leave this line blank. 2 Business name/disregarded entity name, if different from above 3 Check appropriate box for federal tax classification; check only one of the following seven boxes: Individual/sole proprietor or single-member LLC C Corporation S Corporation Partnership Trust/estate Limited liability company. Enter the tax classification (C=C corporation, S=S corporation, P=partnership) Note. For a single-member LLC that is disregarded, do not check LLC; check the appropriate box in the line above for the tax classification of the single-member owner. Other (see instructions) 4 Exemptions (codes apply only to certain entities, not individuals; see instructions on page 3): Exempt payee code (if any) Exemption from FATCA reporting code (if any) (Applies to accounts maintained outside the U.S.) 5 Address (number, street, and apt. or suite no.) 6 City, state, and ZIP code Requesters name and address (optional) 7 List account number(s) here (optional) Part I Taxpayer Identification Number (TIN) Enter your TIN in the appropriate box. The TIN provided must match the name given on line 1 to avoid backup withholding. For individuals, this is generally your social security number (SSN). However, for a resident alien, sole proprietor, or disregarded entity, see the Part I instructions on page 3. For other entities, it is your employer identification number (EIN). If you do not have a number, see How to get a TIN on page 3. Note. If the account is in more than one name, see the instructions for line 1 and the chart on page 4 for guidelines on whose number to enter. Social security number or Employer identification number Part II Certification Under penalties of perjury, I certify that: 1. The number shown on this form is my correct taxpayer identification number (or I am waiting for a number to be issued to me); and 2. I am not subject to backup withholding because: (a) I am exempt from backup withholding, or (b) I have not been notified by the Internal Revenue Service (IRS) that I am subject to backup withholding as a result of a failure to report all interest or dividends, or (c) the IRS has notified me that I am no longer subject to backup withholding; and 3. I am a U.S. citizen or other U.S. person (defined below); and 4. The FATCA code(s) entered on this form (if any) indicating that I am exempt from FATCA reporting is correct. Certification instructions. You must cross out item 2 above if you have been notified by the IRS that you are currently subject to backup withholding because you have failed to report all interest and dividends on your tax return. For real estate transactions, item 2 does not apply. For mortgage interest paid, acquisition or abandonment of secured property, cancellation of debt, contributions to an individual retirement arrangement (IRA), and generally, payments other than interest and dividends, you are not required to sign the certification, but you must provide your correct TIN. See the instructions on page 3. Sign Here Signature of U.S. person Date General Instructions Section references are to the Internal Revenue Code unless otherwise noted. Future developments. Information about developments affecting Form W-9 (such as legislation enacted after we release it) is at www.irs.gov/fw9. Purpose of Form An individual or entity (Form W-9 requester) who is required to file an information return with the IRS must obtain your correct taxpayer identification number (TIN) which may be your social security number (SSN), individual taxpayer identification number (ITIN), adoption taxpayer identification number (ATIN), or employer identification number (EIN), to report on an information return the amount paid to you, or other amount reportable on an information return. Examples of information returns include, but are not limited to, the following: Form 1099-INT (interest earned or paid) Form 1099-DIV (dividends, including those from stocks or mutual funds) Form 1099-MISC (various types of income, prizes, awards, or gross proceeds) Form 1099-B (stock or mutual fund sales and certain other transactions by brokers) Form 1099-S (proceeds from real estate transactions) Form 1099-K (merchant card and third party network transactions) Form 1098 (home mortgage interest), 1098-E (student loan interest), 1098-T (tuition) Form 1099-C (canceled debt) Form 1099-A (acquisition or abandonment of secured property) Use Form W-9 only if you are a U.S. person (including a resident alien), to provide your correct TIN. If you do not return Form W-9 to the requester with a TIN, you might be subject to backup withholding. See What is backup withholding? on page 2. By signing the filled-out form, you: 1. Certify that the TIN you are giving is correct (or you are waiting for a number to be issued), 2. Certify that you are not subject to backup withholding, or 3. Claim exemption from backup withholding if you are a U.S. exempt payee. If applicable, you are also certifying that as a U.S. person, your allocable share of any partnership income from a U.S. trade or business is not subject to the withholding tax on foreign partners' share of effectively connected income, and 4. Certify that FATCA code(s) entered on this form (if any) indicating that you are exempt from the FATCA reporting, is correct. See What is FATCA reporting? on page 2 for further information. Cat. No. 10231X Form W-9 (Rev. 12-2014) UJ29 capitalone360.com Comments:email@capitalone360.com P.O.Box360 Wilmington,DE19899 InteractivePhoneService:1-888-464-7868 Sales/ServiceNumber: 1-888-464-0727 360smtff-1113 51964-38237_CapOne 360_Lthd.indd 1 2/9/15 1:45 PM When you opened your Capital One 360 Business Savings account with us, we were required to collect some information for tax reporting. We would like to take a moment to confirm that we have your complete information. If our records are incomplete, you could become subject to backup withholding. To ensure we have complete and accurate information, please fill out and return the included W-9 form using the enclosed postage-paid envelope by . If, however, the IRS has notified you that you are subject to backup withholding, call us at 1-877-464-1777 before taking any action. Please note that if youve already received an email regarding your W-9 confirmation and responded accordingly, no further action is required. Thank you. As always, its great doing business with you. For more information on backup withholding, please visit helpcenter.capitalone360.com or call 1-877-464-1777. 1 1 1 *** AUTO 5-DIGIT ANYWHERE - ACTION REQUIRED REGARDING TAXPAYER ID (SSN OR EIN) ENDING IN PO Box 60 Saint Cloud MN 56302-9608 Products and services offered by Capital One, N.A., Member FDIC. 2015 Capital One. All rights reserved. The DM for print, which consisted of an OE, letter, the IRS W9 Form, and BRE Missing W9 FATCA DM, November 2015 Window Size: 4.5 x 1.75 Left: .875, Bottom: .375 PO Box 60 St. Cloud, MN 56302 Electronic Services Requested JM21 Learnmoreatcapitalone360.com/paperless Gopaperless thefaster,saferwayto receivecommunications. 50755-37450_OE_Standard_OE_DE96_360.indd 1 11/18/14 2:06 PM ACTION REQUIRED ACCOUNT-RELATED INFORMATION NEEDS YOUR ATTENTION Presorted Standard-Class Mail U.S. Postage PAID Capital One 360 CAPITAL ONE 360 PO BOX 60 SAINT CLOUD MN 56302-9608 NO POSTAGE NECESSARY IF MAILED IN THE UNITED STATES BUSINESS REPLY MAILFIRST-CLASS MAIL SAINT CLOUD MNPERMIT NO. 971 POSTAGE WILL BE PAID BY ADDRESSEE Artwork for Envelope, Business, #9, 3 7/8 x 8 7/8 in (3.875" x 8.875") Layout: sample BRM Envelope WIMB.lyt October 20, 2015 Produced by DAZzle, Version 12.2.02 (c) 1993-2012, DYMO Endicia, www.Endicia.com Authorized User, Serial # IMPORTANT: DO NOT ENLARGE, REDUCE OR MOVE the FIM and barcodes. They are only valid as printed! Special care must be taken to ensure FIM and barcode are actual size AND placed properly on the mail piece to meet both USPS regulations and automation compatibility standards.
20. 20. 20 Creative Year in ReviewMissing W9 FATCA DM, November 2015 The DM for Email communications
21. 21. 21 Creative Year in Review TRIGGER EMAIL TEMPLATE AND ICONOGRAPHICS DESIGN 2015 Objective To develop on-the-fly customer prompts and notifications that would be reusable for a variety of different Capital One communications. These would have as few as four different icons and further down the road, as many as ten. Approach We created templates that would be easy to pour in copy and haven them set up with iconographics already in postion which could be customized, if needed, and sent practically within the hour.
22. 22. 22 Creative Year in Review @ @ @ Alternate icons in One Design color palette. Alternate icons in traditional color palette. Proposed Email template Approved iconographics for Pilot Email series Trigger Email Template and Inconographics Design
23. 23. 23 Creative Year in Review REFRESH OF SBB BASIC CHECKING WEB BANNERS 2015 Objective As well as a product name change, the image in the previous banners used the bright, primary colors and light-hearted image approach. There were two in need of updatingone for the main products page and the other to be used on the FAQs page. Approach Our objective was to design a web banner that was more consistent with Capital Ones current style guide. It was a slam-dunk.
24. 24. 24 Creative Year in Review The original banners, above. The refreshed banners, above. SBB Basic Checking Web Page Refresh, November 2016
25. 25. 25 Creative Year in ReviewCreative Year in Review 360 BUSINESS CHECKING ACCOUNT CONVERSION TO SPARK BUSINESS CHECKING ACCOUNT/STATEMENT DM 2015 Objective To build a DM package delivering 360 business checking account statements branded as Capital One Spark Business because they were being converted over to Spark Business accounts. The challenge was also to build DM for print based on 360 online PDFs that customers could access from their online accounts. Approach This came as a very quick turnaround and as there was essentially no budget to produce this, we pulled from existing Capital One/Spark Business OEs already on the shelf. The letters were then laser-printed as statements which were pulled from online data fields and printed them on a new Capital One/Spark Business letterhead based on the design used by 360 as a part of the banking account conversion.
26. 26. 26 Creative Year in Review360 Business Checking to Spark Business Checking Conversion Mailing, October 2015 JB28446 NSBLOEI 2955 1807 NSBOEI RETURN SERVICE REQUESTED PO Box 60 St. Cloud, MN 56302 IWCO TO SUPPLY SECURITY SCREEN FOR OE INTERIOR sparkbusiness.capitalone.com 1-844-88-SPARK P.O. Box 60 St. Cloud, MN 56302 Statement and OE