Dan Crowder
Founder
In their own words
too juvenile
The intentional process of turning potential into progress.
Articles & interviews
- Craft’s rebrand roots recruitment in cultivation and natural growth
Sundry led a comprehensive rebrand for global creative recruitment consultancy Craft, repositioning it around the concept of cultivation and natural growth. The new identity combines earthy tones, bespoke floral motifs, and a refined typographic system to convey maturity and warmth. Collaborations with Good City, Paula Codoner, and Louie Zeegen extended the brand across digital, motion, and verbal touchpoints.
- Craft rebrands around 'cultivation' to show how it grows creative talent
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.