Capacity approached Tophat IMC in need of a fresh visual identity for its unique solution to customers' "disconnect anxiety." That's their name for the phenomenon that occurs when you're enjoying a night with friends, but fear of a depleting phone battery hampers your ability to focus on the conversation at hand. This is becoming increasingly common as people rely on phones for navigation home or ride sharing services.
I developed several concepts for a bold, easily understood "C" that would both educate customers at establishments who carry their product and help repeat customers recognize isntantly where the product is available. The final mark is simple, bold, and translates well to their product and signange. The tri-color treatment cues customers into the product's function and serves as a recognizable brand element.