Brand Identity for Crew

Crew is a social media startup that connects influencers with brands, aiming to foster a vibrant community where influencers can collaborate, share, and grow. The team at Crew sought a branding that would be familiar to its community while also standing out in the crowded social media landscape.

The primary objective was to highlight the playfulness and uniqueness of social media influencers. The branding & design needed to reflect the celebratory and diverse nature of the influencer community.

We conducted interviews and surveys with a diverse group of influencers to understand their preferences and behaviors. Key findings included a preference for vibrant, playful designs and a desire for branding that felt personal and unique.

We analyzed the branding of similar platforms, noting a tendency towards clean, professional designs with limited visual excitement or playfulness. Their focus was on functionality and partnership management. This highlighted an opportunity for Crew to differentiate itself with a more engaging visual approach.

Inspired by themes of celebration and individuality, we chose confetti as the central theme. Confetti represents festivity, excitement and a sense of occasion. These qualities align with the influencer lifestyle and the collaborative nature of Crew.

The redesigned Crew logo features a minimalistic approach with the word 'Crew' prominently displayed. The letters are made up of parts of confetti.

We chose Satoshi, designed by Indian Type Foundry. The modern, sans-serif typeface has clean lines that complement the minimalistic design and ensure readability.