Brand

Capital Design

Reimagining Financial Investing through Strategic Design
The Capital Design project emerged from a visionary approach to reimagine the traditional notions of financial investing. In collaboration with experience design studio Murmur Ring, we helped to bring Jordan Ostapchuk's PhD dissertation at the Institute of Design at Illinois Tech to life, transforming the core capabilities of his research and new consultancy into a dynamic and modular design system. The result is an innovative framework that challenges the status quo and paves the way for a more thoughtful and innovative perspective on capital allocation and sustainable growth.
Aerial view of Chicago's Institute of Design at Illinois Tech cityscape with overlay text 'Institute of Design' logo.
The Institute of Design (ID) at Illinois Tech is a premier institution dedicated to advancing the field of design through innovative education and research. Founded in 1937 by László Moholy-Nagy, a visionary artist and educator from the Bauhaus school, the Institute of Design has a rich history of pioneering design education. It offers a unique curriculum that blends creativity with analytical rigor, preparing students to tackle complex problems and create meaningful solutions.

At ID, students are immersed in a multidisciplinary environment where they can explore the intersections of design, technology, and business. The institute’s programs emphasize human-centered design, systems thinking, and the integration of emerging technologies. Through a combination of hands-on projects, collaborative workshops, and cutting-edge research, ID equips students with the skills and knowledge needed to become leaders in the ever-evolving design landscape.
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With a strong focus on innovation and societal impact, the Institute of Design at Illinois Tech continues to shape the future of design education and practice, empowering the next generation of designers to drive positive change in the world.
Capital Design logo with green modular pattern and text 'Capital Design' on a light background. Landscape orientation.
From the construction of the monogram to giving shape to print and digital collateral, the chessboard serves as both metaphor and inspiration for a grid-based layout, where competition is playfully viewed through a lens of strategy, creativity, and engagement. This framework underscores the value strategic design can have in capital allocation.

The system is modular, built on a square relationship allowing for endless adaptability. Our natural color palette, inspired by the earth’s hues, and textural photography, add depth and tangibility to the communications.
Checkerboard pattern in green and white representing the modular design system of Capital Design.Capital Design logo with a modular green square pattern and text 'Capital Design' on a light background. Portrait orientation.Capital Design monogram with green squares on a dark green background.Capital Design text 'The Role of Design In Institutional Capital Allocation' with a description of the capital paradox on a light background with green line borders.
Capital Design banner with text 'How do you mediate two seemingly opposing points of view?' and green and orange square patterns.
To visually communicate the eight core capabilities of Capital Design, we developed a series of icons that are both symbolic and functional. These icons are designed to be versatile, ensuring they can be used across various media and applications without losing their impact. Each icon is rooted in the modular square system, maintaining the project’s cohesive visual identity.
Capital Design icon with green and orange squares on a light background.Capital Design icon with green and orange squares on a light background.Capital Design icon with green and orange squares on a light background.Capital Design icon with green and orange squares on a light background.Capital Design icon with green and orange squares on a light background.Capital Design icon with green and orange squares on a light background.Capital Design icon with green and orange squares on a light background.Capital Design icon with green and orange squares on a light background.
Photography plays a crucial role, adding depth and a tactile dimension to the overall visual identity. Our approach to photography is centered on capturing the essence of the project's values through textural and evocative imagery, creating a sense of realism and connection, and enhancing the tangible feel of the visual system. Each photograph is carefully composed to highlight the interplay of light, shadow, and texture, reflecting the project's sustainable, balanced ethos.
Close-up of mushroom gills with detailed textures and warm, earthy colors.Sand dunes with smooth, undulating patterns in warm, orange tones.Close-up of dandelion seeds, highlighting their intricate and delicate structures.Close-up of green grass or wheat, showcasing fine textures and natural patterns.
The result redefines competition and capital, introducing a playful and modular system that fosters strategic interaction and sustainable growth. This beautiful approach sets a new standard for engaging and impactful design in financial investing, positioning the brand as a leader in redefining how we invest in the future.
Capital Design book cover titled 'The Role of Design in Capital Allocation' with green background and checkerboard pattern on a wooden surface.
Capital Design logo embossed on a light-colored paper surface.Person holding a Capital Design business card for Jordan Ostapchuk, CEO.
Three vertical banners on a building facade, displaying 'From Paradox,' the Capital Design logo, and 'To Paradigm'.Capital Design logo on glass doors of an office building.
Capital Design presentation slide with the title 'The Role of Design in Capital Allocation' displayed on a large screen in a dark room.
Capital Design ID badge for Jordan Ostapchuk, CEO, featuring his photo and green modular design elements.Capital Design Instagram profile on a smartphone alongside an Instagram story promoting 'Rebuilding Trust' event.
Capital Design website mockup on a laptop screen with the text 'From Capital Paradox to Capital Paradigm' and navigation menu.
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