Newcraft
We make business beta
Brief
With the emergence of digital transformation - the transformation of existing industries and companies in the digital age - I was asked to help transform their existing combination of companies into a new forceful offer in the emerging digital service industry.
Approach
The Creative Strategy focused on a new brand name, Newcraft, which expressed the emerging creation of the new skill sets needed for transformation. The concept was based on artisan ‘new crafts’ of 17th century Amsterdam.
The brand design (logo, font, colours) set out a clear bright yellow to symbolise the new, together with a highly recognisable icon to energise the new teams, and deliver an impactful new visual identity.
Outcome
With the new identity, a new brand promise - We Make Business Beta’ combined with focused propositions helped Newcraft to grow and eventually be bought by an agency network.