Art Direction inc. Strategy & Design
Based in London, UK
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Capture One: Rebrand & Global App Campaign
HATO, Capture One
Production: Pavilion Works
Photo: Kayla Connors
Stylist: Flo Arnold
Makeup: Verity Cumming
Hair: Joe Burwin
Model: Lydia Adeyemi
Animation: Connor Campbell Studio

May 2023
In late 2022, HATO were approached to craft a rebrand and global campaign for professional photography software Capture One. The brief for the brand was to engage with the talented and creative users that create their work with the tool, but seldom speak about it, and the global video campaign for the new iPhone app launch continued this theme, whilst targeting a more USA audience. Please note parts of this project have not yet launched.

Details to the rebrand include a custom mono typeface and wordmark, inspired by the engraved lettering and numerals on original Phase One lenses, as well as a design system based on true-to-life actions undertaken whilst shooting. For the campaign, we targeted photographers who shoot outdoors to prove Capture One isn’t just for the studio. The visuals chosen focused on a fashion-led shoot that mirrored the concept of ‘Freedom to Move’.