Chris ZneroldBrand, creative & product leadership

The Crowd

Every Raise Is a Campaign

Creative director, through PortalThe Crowd · 2024

Launched, 2024

Raising money from a crowd is mostly a communications problem. The Crowd works the campaign beside the founder rather than handing over a login, and the identity had to look like that kind of company.

The symbol: a knot, iridescent, so it reads one colour on a hoodie and another on a poster.
The symbol: a knot, iridescent, so it reads one colour on a hoodie and another on a poster.
Posters set into ivy: Where Dreams Get Wings.
Posters set into ivy: Where Dreams Get Wings.
The hoodie.
The hoodie.

The identity carries across the site, posters, and apparel. It combines a knotted iridescent symbol with a palette named Highlighter, Ocean, Denim, Space, and Paper.

Daily Affirmations: the card box and the Radiant Ripple card.
Daily Affirmations: the card box and the Radiant Ripple card.
Secret Sauce, the notebook, with the icon set.
Secret Sauce, the notebook, with the icon set.

Through Portal, I led the identity and its applications: the site, the posters, the merchandise and the guidelines. The Crowd's own learning platform sits behind the brand and is not shown here.

The Certified Hustler tote.
The Certified Hustler tote.
The primary palette: Highlighter, Ocean, Denim, Space, Paper.
The primary palette: Highlighter, Ocean, Denim, Space, Paper.

In hand

The knotted symbol uses iridescence to shift color across applications, from a hoodie beneath concrete to a poster set into ivy. Keeping the mark recognizable across those settings was the challenge.