Capture One, originally conceived of as a software solution for the Phase One medium format camera, had grown beyond its parent hardware and become an industry-standard tool used and loved by photographers and studios worldwide.

With new ownership, and a demand for a unified and elevated brand image, we set off to define a new brand purpose and visual identity that would help grow the business and continue to connect with the next generation of photography professionals, keeping their process and work 'One Step Ahead'.

Capture One’s strongest software differentiator is their incredible color editor – a super dynamic and customizable tool that helps create images exactly how you imagine them. Every adjustment is a part of the unique story of an image.

We brought this story to life through our key visual, ‘The Engine’ – an abstract shape representing the editing journey of each image processed in Capture One.

For the launch of Capture One 21 we created a campaign that celebrates the powerful storytelling and emotional response color can provoke. We invited 3 global photographers to tell a unique visual story using Red, Green, or Blue — demonstrating some of the innovate color editing features in the latest software release.