PARTNER/CREATIVE DIRECTOR, SUPER OKAY, NEW YORK NY

Super Okay is an independent brand design studio recognized for its disciplined, culture-led approach to brand building. Since co-founding the studio in 2020, Cappetta has played a central role in shaping Super Okay’s creative direction, client partnerships, and evolution into an award-winning, internationally recognized practice.

With more than fifteen years of experience, Cappetta combines the rigor of global brand agencies with the judgment of entrepreneurial brand building. He began his career in the Minneapolis advertising scene before spending a decade in Brooklyn working across agency, freelance, and in-house roles. His background includes creative positions at Chandelier Creative and Jones Knowles Ritchie, where he led the 2018 rebrand of Dunkin’, a project that earned multiple creative awards. He later served as in-house Creative Director and Head of Brand at Maven Clinic, guiding the company through a critical period of growth.

Cappetta’s work in the cannabis industry further shaped his approach to design as a strategic business tool, particularly within emerging and highly regulated categories. That experience continues to inform Super Okay’s work today, where clarity, credibility, and cultural awareness are essential.

Under Cappetta’s creative leadership, Super Okay has partnered with brands including TCHO Chocolate, Imogene + Willie, THCDesign, Peter Michael Winery, and Field Mag. The studio’s work has received international recognition, including a Gold Pentaward in 2025 for THCDesign.

Cappetta views design not as an aesthetic layer, but as a system for long-term growth. At Super Okay, he focuses on building brands that endure by balancing ambition with restraint and creativity with business reality.

Between now and 2030, which specific skills, technologies, or priorities will matter most in shaping the future of graphic design?

As AI makes execution faster and more accessible, the most important skill becomes judgment. A lot of people will be able to generate work, but far fewer will know what’s right, what’s necessary, and when something is finished. Craft doesn’t disappear, but it changes: it’s less about operating tools and more about directing them with intent and taste. In a world full of fast, passable output, designers who can make clear decisions, edit ruthlessly, and understand why something works will stand out. The future belongs to people who can cut through noise and produce work that feels considered, not just made.

What principles guide your design decisions?

Everything starts with understanding the essence of a brand and being honest about what has worked and what hasn’t. I don’t believe in applying the same solution to every problem. Some brands need change, others need protection, and many need clarity more than reinvention. My goal is always to do right by where a brand has been while helping it move forward in a way that feels earned. That means grounding decisions in context, history, and ambition, not trends or surface-level signals. Good design comes from making choices that respect the brand’s past and serve its future without overcomplicating the path between the two.