Craft, the specialist design recruitment agency connecting creative studios with top talent worldwide, has launched a new brand identity to reflect its growth, ambition and industry impact.

Founded to help creative businesses scale and support individuals throughout their careers, Craft has spent the past decade refining its vision. Now, it has a brand that reflects the value it brings to the global creative community.

Speaking to Leaders, Not Just Creatives

While Craft’s previous identity earned recognition, it had become misaligned with the company’s expanding influence. The brand needed to resonate with senior creative leaders, convey authority and articulate Craft’s role in nurturing talent, shaping teams and elevating the industry.

“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,” said Dan Crowder, Founder of Craft.

Cultivating Creativity

At the heart of the rebrand is Cultivation – the intentional process of turning potential into progress. The refreshed identity communicates a commitment to nurturing creativity, guiding growth and creating the conditions for people, teams and culture to thrive.

“Real growth isn’t passive. It’s powerful. Through care, consideration and cultivation, we help creatives, teams and organisations flourish,” says Dan Crowder.

Flora, Form and Motion

Craft’s visual system is anchored in a bespoke floral motif: four Cs united as a symbol of Craft Cultivates Creative Community. Photographer Paula Codoner captured flowers representing resilience, transformation, creativity and collaboration – qualities essential to any creative team.

On working with Craft, Paula says: “I chose to work with Craft because their idea of cultivation resonated deeply with how I approach photography: careful, intentional and open to the unexpected. 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.”

Sundry Studio, who led the brand and motion design, approached the Cultivation concept through crafted imagery, expressive motion and digital experimentation.

Dave Raxworthy, Founder and Creative Director at Sundry Studio, said: “We were drawn to Craft’s belief that creativity flourishes through care and collaboration. 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.”

To expand the visual language, Craft introduced digital treatments and generative image-making, allowing the flora art direction to evolve beyond the lens using colour, texture and layering.
The abstracted flora maps photographic and digital forms across folds and organic warps, creating ‘textural petals’ and expressive digital blooms. Motion principles mirror natural growth – unfurling, swaying and oscillating – reinforcing the theme throughout.

Crafted Around the World

Reflecting Craft’s ethos of connecting the right creatives with the right opportunities, the rebrand was brought to life by a global team. Sundry, led by Dave Raxworthy in Los Angeles, delivered the brand and motion design; Paula Codoner in Valencia captured the photography; Good City in Copenhagen and Paris brought the digital design to life; and Louie Zeegen in Berlin crafted the copywriting and verbal identity.

Craft’s refreshed identity signals a new chapter, positioning the company as a global leader in creative talent development and industry advancement.
Dan Crowder, Founder, said: “The Craft brand isn’t just our visual or verbal identity — it reflects our culture too. The idea comes from how we operate every day: the care, dedication and intentionality in our people and everything we do. It captures who we are and reflects where we’re heading: nurturing creative talent, shaping teams and creating the right conditions for growth. At its heart, it’s about cultivating growth across the creative community, staying true to the way we work, lead and care.”