Crux Company Branding

What if your business has evolved but your brand hasn’t?

Ideation  •  Messages  •  Logo  •  Visual System  •  Stationery  •  Digital Tools  •  Premiums  •  Environmental Graphics

Figure out who you really are

Previously known as EatonGolden, this leading interactive firm was no longer led by the brand’s namesake. Moreover, it had evolved to become so much more than just a web firm. Its biggest value was in providing a unique collaborative process that transforms complicated website interactions into simple, strategic experiences. It was time to rethink both the name and the overall brand image.

Bring in experts

Collaboration was key to their process. But, what Crux also needed was objective perspective from outside experts that would guide the creative team, frame new ideas, and implement changes that embraced creativity and encouraged involvement from everyone.

Get a brand makeover

Once the essence of the brand was clear, giving it a fresh new look and strong new voice was next. From identity and stationery to signage and premiums, the new brand reflects the “crux” of their work.

Make it look effortless

The result has been a strong brand image that accurately reflects the company’s evolved offerings and an easy-to-use branding toolkit that internal creative teams use across all brand touchpoint.