Refinement creates a new look for Crescenda
Crescenda helps women with migration experience to enter working life. Feinheit has developed a new corporate identity for the non-profit organization from Basel, which brings out its identity even better visually and textually.
Just in time for its 20th anniversary, the non-profit association Crescenda from Basel has a new corporate identity. It was not intended to be a radical change, but rather a further development. And above all, the target groups should be able to recognize it quickly and clearly. This was the brief given to Feinheit, who developed the new look.
Reaching the goal with human-centered design
To meet the objectives, the agency combined its expertise in visual design with its experience in human-centered design and decided to work with people from the target groups. It quickly became clear that one target group was by far the most important: women with migration experience who attend business start-up courses or vocational training at Crescenda. In workshops with representatives of this target group, Feinheit was able to capture and convey the impact of Crescenda.
This showed that Crescenda focuses on a sense of belonging and cheerful togetherness. This is reflected in the new appearance, which is characterized by loud colors, playful fonts and authentic imagery.
Corporate design manual as a basis
The end product is a corporate design manual. Visually, it brings the identity to life with completely refreshed elements - such as the logo, typography, colors, imagery and layout principles. The text also gets to the heart of who Crescenda is. In particular, the logo byline "This is where women arrive. This is where women get ahead."
Among other things, the corporate design manual was the basis for the new website of Crescendawhich has recently gone online.
Responsible at Crescenda: Nicole Lützelschwab, Isabelle Groeli, Katharina Stöckli, Corinna Zuckermann, Nathalie Storer, Adelina Arendarska, Linh Lam, Beatrice Speiser. Responsible for fineness: Moritz Friess (project management & consulting), Catriona Paffhausen (visual design), Stephanie Auderset (text).
