Design recruitment agency Craft has unveiled a new brand identity centered on the concept of 'cultivation', symbolized through a floral visual system. The rebrand, led by a global creative team including Sundry, Good City, and photographer Paula Codoner, reflects Craft’s mission to nurture creative talent and leadership. The refreshed identity replaces a decade-old Elmwood design with a more mature, textured, and globally resonant look.
The Brand Identity interviews Singapore-based studio Fable about their growth and the story behind The State of Print exhibition. Creative director Jiahui Tan and designer Ruo Ting discuss the studio’s evolution, their type and motion-led approach, and the collaborative process behind the exhibition. The project celebrates print’s relevance in a digital age through bold typography and community engagement.
