ECOM Captiva

Overview

ECOM Captiva is a gaming PC and peripherals e-commerce brand. For this project, I developed a new visual identity, brand guide, and template system to support the brand across digital, retail, social media, and campaign touchpoints.

The new direction was created to move away from the classic gaming aesthetic of dark backgrounds, neon effects, and aggressive visuals. Instead, the identity aimed to feel modern, flexible, product-focused, and attractive to a broader range of gamers.

The Challenge

Gaming brands often rely on a very familiar visual language: dark interfaces, neon colors, futuristic textures, and high-contrast compositions. While recognizable, this style can quickly become repetitive and narrow.

For ECOM Captiva, the challenge was to create a visual identity that still felt connected to gaming and technology, but without falling into the most obvious category clichés.

The identity also needed to be practical and scalable, working across website banners, social media posts, retail materials, product-focused layouts, and recurring campaign templates.

Scope & Role

As the designer, I worked on the new visual identity, visual direction, brand guide, layout system, color palette, typography treatment, product presentation rules, and application templates.

My role was to define how ECOM Captiva should look and communicate across channels, creating a visual language that could feel gaming-oriented without being overly dark, heavy, or niche.

Design Direction

The visual direction was built around modern gaming, clarity, contrast, and flexibility.

Typography became a central part of the identity. Large outline type was used as a graphic background element to create energy, scale, and movement without overwhelming the product.

The color palette was inspired by minerals and metals, reinforcing ideas of durability, strength, and sophistication. Instead of relying only on dark neon tones, the system introduced colors such as lapis purple, topaz blue, rhodonite pink, platinum grey, titanium white, and obsidian black.

Product imagery remained central to the layouts. The system defined how products should be placed, how shadows and highlights should be used, and how background elements could support the product without distracting from it.

Visual System

The identity was built around a balance between strong product visibility and a more open, modern graphic language.

The system included typography rules, color usage, logo placement, product treatment, background patterns, supporting text, and reusable templates. These elements were designed to work together across different formats while keeping the brand recognizable.

One important decision was to use big typographic elements as a visual signature. Instead of relying on excessive effects or dark gaming textures, typography helped create a sense of scale, energy, and identity.

Why It Matters

This visual direction gave ECOM Captiva a more flexible communication system. It allowed the brand to speak to different gamer profiles, product categories, and campaign formats without being limited by a narrow gaming stereotype.

By creating clear rules and reusable templates, the identity also became easier to apply consistently across channels — helping future materials feel more cohesive, recognizable, and brand-aligned.

Applications

The visual identity was applied across product campaigns, website banners, social media layouts, retail communication, and promotional templates.

The brand guide included recurring formats such as Instagram posts, stories, website hero images, banners, and product-focused compositions. This made the identity easier to scale across different communication needs while keeping the brand consistent.

Outcome

The final identity gave ECOM Captiva a more modern, flexible, and consistent visual presence.

By moving away from expected gaming clichés, the project created a brand direction that still feels energetic and tech-driven, but also more open and attractive to different types of gamers.

The final brand guide and template system provided a practical foundation for future communication across digital, retail, social media, and campaign touchpoints.