In Conversation with Design Director Paz Martinez Capuz; RS

NewsFeb 28, 2023
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Introducing our latest series, In Conversation With. Join us as we chat to studio members and talk about our latest projects, offering a new perspective and allowing the key individuals behind the work to provide a focused lens.

In our third edition, we’re speaking to London-based Design Director Paz Martinez Capuz and the work she did on the recently launched work for RS.

What was the brief?

The RS team came to us with a powerful vision – to be positioned as the First Choice in their industry in the minds of all the stakeholders. Moving from a house of brands to a strong branded house, to present themselves and their offer simply and clearly, and to make it easy to understand, explain, and sell.

What was unique about this project?

The tension we needed to respond to was unusual and very stimulating: human / machine. Recognising that, as we get more technological, we need to remain human. To unlock our brand power, we had to find the balance between RS’ distinctive offering (the personal approach) and the future of the industry (machine learning, digitalisation, and automation).

How would you describe the final work in three words?

Brave, cohesive, and industry-leading.

What was the biggest challenge?

From a creative point of view, the challenge was creating an identity system to connect and inspire a diverse audience while being flexible and functional across multiple offerings.

What was the biggest reward?

To be able to bring storytelling and consistency to create a brand that adapts, transforms, and evolves with the industry in a compelling brand architecture.

What are you most proud of about this project?

The whole team is so proud of having taken the visionary RS client team through the journey to optimise their wordmark.

Do you have a favourite visual/animation? Why?

The highlight for us was always the ‘Impossible to Possible’ animation, as the shift from a natural hand to a robotic hand felt very satisfying. We’re also super proud of the brand film, as it brings the meaning and story of the new brand and identity system in a clear and exciting way!

Check out the full case study for RS here.

Check out more of our work on our Instagram account here.