Crust is helping SMEs bank, grow, and win, by providing easy access to simple, community-based, and reliable financial products & services. Her goal is to deepen financial inclusion by catering to unbanked and underbanked communities.
A distinct visual identity is key for a service making an entrance into a crowded market as users will readily turn to it to identify and refer the brand to others. We were heavy on creating an identity that reflects the values, vision and mission of the brand.
In close collaboration with the Crust team, our big idea centered on community was represented using pixels united together in forward motion. Succinctly captured, Crust is engineering economic progress, fostered by community, enabled by technology.
Another important point of differentiation was our choice of colours. We spent some time deciding the base color. Just like the fertile soil and rich skin tone, a deep but steady shade of brown that allows other colors (primary and secondary) have their time in the sun without interference.
From small screens to big screens, our responsive design approach ensured the brand strategy and identity moves fluently across assets – cards, POS terminals, billboards, website, etc.