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Going beyond just a bank

Evolving a bank into a technology company.

The strategy that introduced Critical Stack to the tech world and launched Capital One into an entirely new industry.


Brand Strategy

Creative Concepting

Marketing Materials

Design & Copywriting

Sales Enablement

Expanding the portfolio to tech services.

Building a brand is difficult. Pivoting an established name to another sector is near impossible. But Capital One’s in-house developed software is battlefield tested in the highly regulated banking industry and outshined competitive options. They were ready to launch a suite of cloud-based products to the broader market.

But how does a bank create an effective go-to-market strategy in the technology space? This is where Questus came in. By targeting developers first.Through a combination of brand and lead-gen campaigns, we introduced Critical Stack’s offerings to tech developers demonstrating its ease of use and unmatched security prowess.

Investing in brand positioning.

The first challenge was to develop the brand positioning of the Tech division that leveraged the existing brand equity Capital One had established. This served as the “blueprint” for all future Capital One Tech communications that would break through the clutter to introduce its first product, Critical Stack. From branding to 360º design systems, Questus created a unique identity for the brand that stood apart from the industry.

A down-payment on industry awareness.

The success of launching Capital One “Critical Stack” solution came in two parts. The first was being able to effectively drive quality B2B leads to both Capital One Tech and its flagship product. The second outcome was bringing attention to the rest of the technology service community that Capital One is a tech company that is here to stay. With this combination of product and brand campaigns, the industry couldn’t help but acknowledge Capital One as a major player in the tech space.

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