Today we welcome our new brand identity, built around an idea at the heart of everything we do, and have always done: cultivating talent across the design industry.
The world’s most successful companies are also its most creative.
For the past decade, we’ve helped creative businesses scale and supported designers throughout their careers. As our influence has grown, so has our responsibility; to partners, and to the wider creative community. It’s time for our brand to reflect that evolution.
Cultivation is the intentional act of turning potential into progress. This new brand signals our commitment to nurturing creative talent, shaping teams, and creating the right conditions for people, design culture, and ideas to thrive.
The world’s most successful companies are also its most creative.
For the past decade, we’ve helped creative businesses scale and supported designers throughout their careers. As our influence has grown, so has our responsibility; to partners, but also to the wider creative community. It was the time for our brand to reflect that evolution.
Our previous brand was created by Elmwood in 2015. It won a DBA Design Effectiveness Award and has served us well for over a decade, with a strong reputation and high recognition. So how did we know it was time for a change?
“We spoke with our clients, global creative leaders, to hear their perspective. Our previous brand felt too juvenile.”
— Dan Crowder
Founder & Managing Director
The harsh truths are always the best, aren’t they?
It’s true though – after a decade of playfulness, and a year of reflection, many months of embedding our new vision, mission and values, and roughly one workshop with Sundry, we came to the conclusion that it was time to grow up, and button up.
We set sails on a refreshed identity that better aligns with our new standards and landscape, including our podcast on creative leadership and our series of design events.
Reflecting our ethos of connecting the right creatives with the right opportunities, our rebrand was brought to life by a global team of world-class creatives, each chosen for their distinct skill and perspective. They have truly taken us to the next level.
Sundry, founded by Dave Rax in Los Angeles, led the brand and motion design.
Paula Codoner in Valencia captured our beautiful photographic imagery. Yes, there was a flora brief involved.
Good City, based in Copenhagen and Paris, brought the digital design to life.
Louie Zeegen in Berlin crafted the copywriting and verbal identity.
Where great design exists, is where Craft exists – and creating our new brand in the company of these creatives has been a world-class experience.
“Real growth isn’t passive. It’s powerful. Through care, consideration, and cultivation, we help creatives, teams, and organisations flourish.”
— Dan Crowder
Founder & Managing Director, Craft
