Crescent, a fintech company helping businesses maximize earnings with strong annual percentage yields, envisioned a new division—Crescent Cares. Crescent Cares was designed to offer tailored banking solutions for nonprofits, empowering them to amplify their impact.In collaboration with ViDesigns, Crescent approached us with a bold mission and vision for Crescent Cares — create the #1 most-loved brand in the nonprofit industry. They provided us with a blank canvas to take Crescent Cares from 0 → 1.

The first step was to create their logo. It needed to embody the essence of their mission and values. After an intense 1 week sprint, we landing on an icon that was made up of two crescent shapes, mimicking the two “C’s” in Crescent and then in Cares. They both form beneath a circle which represents the world — symbolizing their commitment to making a positive impact on a global scale. The shapes are strategically placed to visualize a person being hugged to show our commitment to creating a personal connection with the non-profit industry. With that in place, we were able to implement a color palette designed to convey trust, reliability, and a sense of calm for their non-profit partners. This was paired with a unique combination of sans-serif and serif fonts, striking a balance between innovation and approachability — core values of how they wanted to be perceived.

With a strong brand identity in place, we then moved into the design of the website. We didn’t just want to describe their mission, but show it through thoughtful storytelling and visualizations of their product. We worked with ViDesigns to bring these designs to life with detailed motion graphics and impactful animations in development.

It was an absolute pleasure to work with the team at Crescent Cares alongside ViDesigns to create an impactful brand and website that resonates with the nonprofit community while setting a new standard in the industry.