From co-work to creative hub: How we rebranded CRU

Design

14/10

Text: Miguel Moreira.
Photographs: Miguel Moreira, Miguel Barbot and Cru's archive

CRU was founded in 2012. The original logo was used for almost one decade until the founders asked us to help rebrand this iconic space in the heart of Porto's art district. By then, we had just finished a strategy project that repositioned Cru from a Cowork to a Creative Hub, something we will tell later in a different post. In the first meeting with the owners, Tânia and Miguel, we explored two paths: a) redesigning the existing logo and b) designing a completely different proposal. During the process, we opted for the first option. We realized that the logo needed a "cleaning" without losing the connection with the original. This simplification was essential to standardize the brand's applications on multiple physical and digital supports.

The next challenge was to define a coherent system accommodating all the brand assets (logo, colour palette, typography) and supports (stationary, signage, website, social networks). Finally, it was essential to compile all the information in the Identity Manual – which has proved to be a key piece for the autonomous development of new designs.