Redefining equitable business.
Strategy
Branding
Identity
Print & digital design
Concept
Design
Some copywriting
What if the current systems that inevitably cause harm to marginalized people were swept aside, and a new framework structured around raising up those not prioritized was constructed in its place?
Achieving equity in business means open access to funding, resources, opportunity and knowledge. Inclusivity is the core of The Crayton Collaborative. This tenet is also the root of the entire brand.
Working intimately with the client through a deep discovery process, we found this meant the brand needed to reach farther and wider than most other business development endeavors, into the arenas of technology, finance and ethics. The values and principles are brought to life for the brand through the open room logo, playful color palette, rock-steady typefaces and joyful photography.
In preparing for a rolling launch of the brand, we created an awareness campaign: The Future is Free. The campaign was activated with nationwide events, speaking engagements and branded products.
Simply put, The Crayton Collaborative, as an institution as well as a brand, is “an open room that allows access” to everything a business needs to anyone with the desire to thrive.
As with any social change project, The Crayton Collaborative is an on-going concern and, as such, so is the brand.
