“Banking Reimagined”
In the heart of Back Bay, Boston, the Capital One Café continues to elevate a welcoming space where banking meets living. As a part of Capital One’s mission to reimagine the banking experience, experiential graphics, custom signages, and art installations were designed in a strategic way to create enjoyable brand experiences and efficient visitor journeys.
Experiential Graphics, Placemaking, Art installation, Signage, Created with Media–Objectives.
Location Analysis
The Back Bay neighborhood seamlessly blends historical charm with a contemporary, hip vibe. Surrounded by lush greenspaces and an array of mixed-use buildings, the café serves as a dynamic focal point in this vibrant urban landscape.
Nearby
Shopping, Hotels, Restaurants
Boston Public Library across street
Copley Square
Boston Architectural College
Other banks, cafes nearby
Audience
Young professionals (“Dream / Goals”)
Students (“Dream / Goals”)
Tourists (“Relax / Recharge”)
Architecture & Finishes
Keywords: Elevated, Approachable, Residential Feel.
This 2-level Café is at a corner location with expansive glass along two sides, showcases a dynamic fusion of modern aesthetics and a nod to the past. The design features rounded and linear geometries, complemented by natural materials including wood slats, brass accents, and inlaid terrazzo. The color scheme embraces muted tones, incorporating the brand's blue hues and neutrals to create a subdued yet refined atmosphere. Accenting the space with red upholstery and lighting elements introduces vibrancy and warmth.
Design Considerations
User journey of two floors
First floor is more active
Top of the stair is key moment
Second floor is more ambient/passive
Focus on clarifying purpose of place
Importance of having a clear Wayfinding system
Bring brand personality forward, with more than messaging
Opportunity to tell a story and connect to non-customers
User Journeys Goals
1. Invite
Create welcoming feeling, explain what this place is.
Voice: Conversational
Personality: Good to Others
2. Inform
Further clarify what this place is, and what guests can do here
Voice: Clear
Personality: Refreshingly Real
3. Interact
Learn something new about Capital One products & services
Voice: Conversational
Personality: Boldly Curious
4. Inspire
Spark curiosity, and encouragement to tell friends and come back
Voice: Engaging
Personality: Surprisingly Fun & Always Inspiring
Hero Logo display, integrated with architectural design and physical environment.
An artful installation, crafted with luggage tags, creates an intrigue and abstract connection to the Capital One brand, products, and services in the Travel category—“Travel smarter every step of the way”
Where to Next?
Destinations and activities on the luggage tags are based on travel time and distance from Boston, radiating outward from the center of the installation. It invites visitors to spend time discovering more places to relax and recharge.
Clear signage and wayfinding are implemented to guide visitors through the space, with a conversational voice used to identify the purpose of functional areas.