CapCut Crochet Company: Brand World-Building

This is a spec project built for the CapCut DesignStudio Challenge. The brief was open-ended, so I went deep on world-building.

I reimagined CapCut as CapCut Crochet Company, a crafting brand specializing in crocheted caps and other wears. Originating in Northern Europe and spreading influence internationally, built from the ground up in the 1900s in Great Britain to the present day.

But there's a twist.

What if CapCut isn't just a crochet company? What if it's also a double-secret code-hacking agency, tasked with battling worldwide threats and enemy breaches behind the scenes, in pure secrecy, in the shadows?

In the public eye: a fun crochet company. In secret: a vigilante code-warring agency. Only the intelligent, daring, and adaptable to rapid technological development can enter the other side.

I took this from idea brainstorming all the way through to finalized visual development, using:

CapCut Design Studio as the primary creative platform for visual composition and layout

Adobe Illustrator for custom vector work and brand identity elements

Photoshop for photo editing, compositing, and texture work

The challenge was building a cohesive visual identity that could sell both sides of the brand: the warm, approachable crochet company on the surface, and the sleek, covert agency underneath.

A fully realized alternate-world brand concept that demonstrates narrative-driven design thinking, from the initial idea through visual execution. The project shows how world-building and storytelling can elevate what could have been a simple rebrand exercise into something with real depth.

Original Post: View Original Post

Live Project: View on CapCut