Capsule Celebrates 25 Years in the Making with New Positioning
By The Minneapolis Egotist / /
This year, Minneapolis-based agency, Capsule, celebrates its 25th orbit around the sun solving brand challenges with new positioning as a ‘special projects agency’. Capsule reflects on the trajectory that has led them to this shift.
The nickname, ‘special projects agency’ was originally coined 10 years ago by friend and client, Patagonia, who used the term in passing to describe the nimble, talented team, process and thoughtful design Capsule brought to their project. It felt like a one-off, but over the past 10 years, the firm has continually come back to examine this descriptor and what it means today.
“Over our 25 years, we’ve had a general resistance to categorize ourselves. We always felt terms like ‘design firm’ ‘branding agency,’ ‘marketing agency’ or any other deliverables-focused descriptors out there really limited the story we want to tell about ourselves and how we work, what our clients valued about us and need,” says Capsule Co-Founder and Strategic Principal Aaron Keller.
“Today’s brand, product, or marketing team doesn’t just need a deliverable or executor. They need a partner to drop in on a moment’s notice to meet their next assignment, help carry the load they bear, bring a fresh perspective and strategically plan for the future. They need a partner to guide them through their often ultra-specific brand, marketing or design challenge, a ‘special project,’ that often requires a multitude of custom methods and tools to solve it. A special projects agency signifies our commitment to adapting to our client’s challenges, not the other way around.”
The new positioning runs in tandem with a new visual system and website design, Capsule Co-Founder and Creative Principal, Brian Adducci shares:
“This year is about celebrating 25 years and the foundational team members, cultural touchstones and incredible clients that have built and sustained our success, and bringing this forward into our brand identity. We are more nimble, connected and focused on serving our clients than ever and our renewed position, messaging, visual system and website work to help showcase this exciting evolution that feels familiar but fresh.”
More to Come
More exciting Capsule events, announcements and campaigns are taking place throughout their 25th year, including their latest campaign, the Designing Value poster series. Check out their Etsy shop with the release of their limited-edition screen printed poster for sale focused on the value of Curiosity. All proceeds will benefit NEEMA, a local non-profit supporting Minneapolis artists and hosts of Art A Whirl.
About Capsule
Capsule is a Special Projects Agency solving challenges in brand, design and marketing. Working across industries, team structures and deliverables, with major companies like Patagonia, Hydro Flask, Tyson Foods, Blue Zones, PepsiCo and Herman Miller, Capsule specializes in helping any brand navigate and create transformative impact using custom research, strategy, design and messaging methods.
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