Once we had worked on their initial monogram, we could work on colours, fonts, and everything else inclusive within a brand guide. For imagery, we wanted to skip past all the regular stock shots of people smiling. Don’t worry, we used them later on, as sometimes you can’t go past stock standard. But for our hero images, we went with three dimensional vectors of networks. It visually represents their projects and how they work as a business and with others. These were recoloured using their brand’s dark blue.

Originally, the logo was an uppercase serif font which looked like an outdated corporate brand. The letter form now shows a highlighted lowercase font in bold. The lowercase was chosen to stick with current design trends and keep the logo clean, simple and modern. Just like the monogram update. To give the letterform more punch, we highlighted it with an underline and added a plus to the logo. The plus emphasises what Credas does in a nutshell. They ‘add’ value to companies they work with.