The Founder of & Crew wanted a brand identity for a new company that represents her work as a Branding and Strategy Consultant. It needed to reflect her experience and professionalism in the industry and allow for the idea of & Crew, where they put the best, most relevant team of collaborators together for clients based on their needs and budget.
Being a small company it was key to emphasize that she doesn't just work alone and the importance of the 'team' she collaborates with on every project. The Ampersand was key in our desire for a creative and clever way to represent this. Very simply the all-important Ampersand is embedded into 'CREW' in place of the 'E' - becoming integral to CR&W just as the team is. We designed the ampersand to visually be read both ways. As the teams change from project to project we have developed other ampersands and various colorways to highlight different personalities that can be used on different projects as a series idea for her Brand. The color palette vignettes represent the mix of each team and can also be adapted to reflect the personality of the client. In addition, we distilled the idea down to a simple icon - the Ampersand within the C for CREW - as a shortcut for use on presentations and to use as a 'copyright' symbol. We also devised that the company name in the body copy simply reads as CR&W to reinforce the identity.
The Founder of CR&W is extremely happy with the outcome and response to the new Brand, from both her clients and her collaborators. The new look and feel has been articulated throughout her presentation materials and proposals and has already resulted in new business and projects.