Cappers Group: Multi-Brand Digital Presence
Brand identity, service websites & strategic UX for Winter, Utilities & SMR solutions
Brand Strategy & Logo Concepts
For Cappers SMR Solutions, the logo needed to reflect a highly technical process in a simple, recognisable way. We re-engineered the core “C” into a circular motion mark, using rotation and repetition to symbolise the SMR workflow.
This circular form represents continuity, reuse and sustainability – key principles of Site Mixed Reinstatement. The logo visually mirrors how materials are processed, reused and reinstated on site.
This approach allowed the logo to act as a functional piece of visual storytelling, giving the brand a distinctive mark that communicates meaning at a glance.
Visual System & Support Graphics
To support the SMR website, we created a suite of supporting graphics and visual elements designed to clearly communicate the SMR process.
Built around the circular motion of the logo, these graphics reinforce themes of recycling, reuse and sustainability, helping translate a technical service into clear, visual storytelling.
Process arrows, call-outs and custom illustrations were layered over site imagery to guide users through each stage of the operation, improving clarity while maintaining a clean, confident aesthetic. All assets were created as flexible, reusable components for use across digital and marketing platforms.
Website Design & Digital Experience
With three distinct services operating under the Cappers brand, the websites needed to balance consistency with clarity. Each site was designed to feel part of the same ecosystem, while clearly communicating the purpose, audience and offering of each service.
Cappers Winter
The Cappers Winter website was designed to communicate reliability, preparedness and scale. With a focus on seasonal, time-critical services such as gritting and snow clearance, the site prioritises clarity and speed, allowing users to quickly understand coverage, capability and response.
Cappers Utilities
For Cappers Utilities, the website needed to support a broad range of civil and utility services without overwhelming the user. The structure was built around clear service categorisation and straightforward navigation, reinforcing professionalism and trust while making complex offerings easy to explore.
Cappers SMR Solutions
The SMR Solutions website plays a key role in explaining a specialist process that is not always immediately understood. Process-led layouts, supporting graphics and clear content structure work together to guide users through the SMR workflow, highlighting the environmental and operational benefits in a clear, accessible way.
Animation & Storytelling
We created a bespoke explainer animation to clearly communicate the SMR process and the challenges posed by traditional reinstatement methods. By first developing a deep understanding of how the business operates, we were able to structure the animation around real-world problems and outcomes.
Detailed storyboards were produced to map the narrative before translating each scene into custom digital illustrations. These assets were then animated in After Effects, with all motion and keyframes manually refined to deliver a smooth, engaging explanation of the SMR process and its benefits.
