Craft rebrands with 'cultivation' concept to emphasize long-term creative talent development
By
Abbey Bamford
6mo ago· 6 min readenNews
85/100
Golden Brown
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Baker's choice. Dense with flavour, light on filler.
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Summary
Design recruitment agency Craft has unveiled a new brand identity centered around the concept of "cultivation," moving beyond simply filling vacancies to focus on nurturing creative careers and building long-term teams. The refresh comes after over a decade in business, as the Manchester-headquartered company now works with prestigious studios and brands including Koto, Pentagram, Wolff Olins, Pearlfisher, Elmwood, and in-house teams at the New York Times, Channel 4, Deloitte, and Asahi. The identity uses a floral-led visual system to reflect its role in growing talent across the design industry.
Key quotes
· 3 pulledCraft has revealed a new brand identity that leans firmly into what it does best: cultivating creative careers and teams for the long term, rather than simply filling vacancies.
Craft now works with many of the studios and brands it once admired from afar.
The refreshed identity arrives at a pivotal moment for the Manchester-headquartered company.
The new identity is built on the idea of cultivation, using a floral-led visual system and a global creative team to reflect its role in nurturing careers across the design industry.
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