Founder
a deliberate lever
The tension between the two helps Craft feel elevated and mature, but still human and supportive
It wasn’t about zippy, shouty or overly kinetic movements
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.
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.