Design Recruitment Agency Craft Unveils New Logo and Branding

Posted by Editor | November 27, 2025 Categories: Design

Design Recruitment Agency Craft Unveils New Logo and Branding

Craft, a global design recruitment agency, has introduced its new identity, with design direction by Sundry Studio.

The HR firm feels that its old look was out of sync with its rising influence, and as a result, it was looking for a brand that would connect more effectively with senior creative leaders, affirm its authority, and illustrate Craft's dedication to cultivating talent, building teams, and driving the industry forward.

"We spoke with our clients, global creative leaders, to hear their perspective. Our previous brand felt too juvenile and didn’t translate well in senior-level conversations, which are increasingly important — 30% of our work now focuses on senior appointments. We wanted an identity that aligns with our existing platform, including our podcast on creative leadership and our design events. Wherever the best design in the world exists, we exist, so our new brand needed to reflect that," explains Dan Crowder, founder of Craft.

The rebranding centres around the idea of "cultivation", with the new identity claimed to reflect a "commitment to nurturing creativity" and "guiding growth".

This includes a visual system based on a custom, floral-inspired monogram made up of four Cs – "together representing Craft Cultivates Creative Community", according to the designers.

The identity also incorporates flower photographs by Paula Codoner, which are said to embody "resilience, transformation, creativity, and collaboration".

"My role was to create a visual world that reflects a slow-growing ecosystem, where creativity is not rushed but allowed to flourish under the right conditions," comments Paula.

"It became clear early on that this central idea of cultivation would run as a strong creative thread through the entire brand. We leaned into it fully, crafting a brand that reflects this sense of growth across every element, from the flora photography and image-making techniques to the colour palette, language and motion behaviours," adds Dave Raxworthy, founder and creative director at Sundry Studio.

In addition to Sundry and Paula, Danish studio Good City contributed to the digital design, while Louie Zeegen handled the copywriting and verbal identity.

Motion design elements of the project – created under the watch of Dave Raxworthy in Los Angeles – can be seen here.