CREWCOST

Brand identity for accounting software that's custom built for the construction industry.

OVERVIEW

Role: Graphic designer
Agency: Lone Fir Creative
Date: Spring 2022

RESPONSIBILITIES

Concept sketching
Vector logo creation
Color palette development
Brand guide creation
Marketing asset design
Client presentations

SOFTWARE

Procreate
Illustrator
Frontify

THE CHALLENGE

Crewcost was a new company looking for a brand identity that visually reflected who they are: An accounting software service built by construction professionals, for construction professionals. Their service was similar to brands like Quickbooks or Xero, but with additional features specifically designed for contractors, such as job costing, service management and scheduling. Their goal was to achieve a look and feel for the brand that was professional, minimalist and high tech, with a subtle touch of masculinity.

BRAND GUIDE

THE SOLUTION

We curated a few mood boards that captured different characteristics and presented them to the client to see what they were drawn to. Using that information, we developed logo concepts by hand sketching several ideas and recreating them digitally in Illustrator. We presented six black and white logo options to the client, and they chose the option with two C's interlocked together to form a dollar sign or chain link. We tweaked this design by putting it into a rounded square so that it would work perfectly for an application icon, and updated the typography to a bold and condensed sans serif font that felt strong and masculine. Color was then explored, and we landed on a mint green and midnight blue palette for a vibrant, high-tech feel.

After the logo was finalized, we developed a logo file library and brand guide complete with logo variations, usage instructions, and color values, along with guidelines for typography, imagery and iconography. Additional marketing materials were then developed with the new brand identity: business cards, letterheads, email signatures, social media graphics , zoom backgrounds and a new website.

SKETCHES

BLACK & WHITE CONCEPTS

COLOR OPTIONS

PROCESS

1. Client discovery

2. Research

3. Moodboarding

4. Logo concepts/sketches

5. B/W vector logo creation

6. Color palette development

7. Brand guide creation

8. Marketing asset design

ROLE

This project was reassigned from an outgoing designer to me after the moodboard phase. Using the direction chosen by the client, I was the designer responsible for all logo concepts, vector file creation, color palette development, client presentations, brand guide creation and marketing asset design. I worked closely alongside a marketing consultant who provided project and client management. This project was completed under the agency of Lone Fir Creative in Spring 2022.