Crescenta
- Brand design
- Brand strategy
- Concept design
Crescenta is a company specializing in Private Equity fund investments, offering digital access to private capital funds with the goal of democratizing this type of investment.
Under the concept “Invest as you imagine,” a new way of understanding investment was introduced: natively digital, simpler and more accessible, connected to people and to the real economy. This concept led to the creation of a new brand that reimagines the investment sector.
Shape as the starting point
The logo was redefined to bring greater elegance and visual clarity. Its construction is based on a sequence of scaled, proportioned ovals that symbolize the economy as an interconnected system, where a small movement can generate multiple effects.
From this oval shape, a versatile and dynamic key visual was born. Through distortion, repetition, and combination of the ovals, patterns were created that reflect the diversity of investment paths, bringing consistency and adaptability to the brand across any format.
Meaningful details across every medium
The color palette blends sophistication and energy. It was designed to perform in any environment, ensuring contrast, legibility, and visual consistency. The combination of primary and secondary colors allows information to be organized and the identity to adapt to different contexts.
The iconography maintains the formal coherence of the logo, combining curved and straight lines to create a distinctive visual language. Beyond its informative purpose, it reinforces the brand identity and adds versatility to compositions, becoming a recognizable element across all applications.
Simple, accessible web experience
Crescenta’s web design was created with a clear purpose: to make Private Equity accessible through a simple and engaging digital experience. Every decision—from architecture to visual elements—was made to align with the brand identity and strengthen user trust. The result is a digital experience that combines sophistication with simplicity.
Presence on the streets and across media
The new brand had a launch worthy of its vision. Under the concept “Invest as you imagine,” a commercial was created starring renowned actor Javier Rey. From scriptwriting to art direction and production oversight, every detail was crafted to reflect the brand’s personality. Through a campaign across major Spanish cities and digital media, the video achieved over 3.7 million views.
