Cap America

A Legacy Reimagined

Identity, Design, Media, Photo, Social Media, Web

Known for craftsmanship and customer service, Cap America has been a standout in the promotional products space for over 40 years—but as the market evolved, so did their vision. With new leadership at the helm and an appetite for growth, Cap America partnered with Archer & Hound to modernize their brand, without losing the legacy that built it.

The A&H Treatment

Cap America had the substance—unmatched quality, dedicated service, and operational excellence. What they needed was a brand to match. We started with discovery, digging into their story, goals, and growth trajectory. Through brand workshops, stakeholder interviews, and competitor analysis, we uncovered a compelling position: The Hometown Hero—a brand rooted in American resilience, hard work, and hometown pride.

After

Before

From Identity to Implementation

We brought that positioning to life through a visual identity inspired by modern Americana, blending warmth, confidence, and lifestyle energy. The refreshed look elevated everything from catalogs to social, while voice guidelines and messaging tools united internal teams under one clear story. A phased implementation roadmap ensured a smooth, sustainable rollout across digital, print, and in-person touchpoints. Every piece of the rebrand—down to the stitch—was crafted to reflect where Cap America came from and where they’re headed next.

The Results

Cap America now shows up with as much confidence as they operate. Their updated brand honors the past while speaking clearly to modern buyers, building trust, sparking emotion, and setting the stage for the future of the business.