CAP INDEX

CAP Index, a leader in crime risk analytics for businesses and government agencies, developed a solution to address varying crime risks for different businesses. This solution focuses on a location-based, data-driven approach to crime risk assessment. Compared to other competitors, they do not just rely on police data for the analysis. They use their scoring methodology, which uses advanced forecasting techniques that combine hundreds of demographic and business statistics with crime and loss data to calculate crime risk.

Role

Lead many areas of the rebrand, which included a new logo, color palette, photography, typography, and more. And redesigned the website with our creative team.

Client

CAP Index, Inc.

The Challenge

CAP Index had a complex website that provided various options for potential visitors, from navigation to content. Without clear user journeys that guide visitors down the funnel, desired actions such as contacting CAP are just one of many navigation options that a visitor is likely to take.
The client also needed a rebrand, since their existing brand no longer reflected who they were or where they were headed. Their identity, originally rooted in a heatmap tool and defined by red, yellow, and orange, felt dated and inconsistent after many years without an update. This limited their ability to attract new clients and position themselves as leaders in their field.

The Solution

Provide CAP Index with a redesigned website that streamlined navigation and delivered a stronger user experience, helping potential clients find information quickly and engage more effectively.

As their business evolved beyond being just a tool into a data-driven consultancy, they needed a new brand that communicated expertise, innovation, and credibility. The new direction focused on creating a modern, cohesive identity that highlighted their role as tech experts—forward-thinking, data-centric, and consultative—rather than being tied to a single product.

The Outcome

A new user journey and sitemap were developed to address the challenges of complex navigation and to encourage more users to contact the team. By consolidating pages and streamlining content, the website became more concise—ultimately improving the overall user experience.

The rebrand established a cohesive and modern visual identity that was unified across all platforms. This consistency not only elevated the brand’s credibility but also improved recognition among potential clients. On the website, the refreshed design created a more visually intuitive experience, making it easier for users to navigate and ultimately increasing engagement and inquiries.