careers


CR18 / Branding, Identity, Website & Logo






We motivate communities to unite on the power of expression and belonging through Art.


CR18 is a foundation that was started to help solve for the emotional and mental health epidemic, by giving creatives the freedom to expose and express their value through art and creativity. We work to give opportunities to those without access to materials and knowledge. We seek to destigmatize any negative connotations about mental health and/or therapy, as well as the creative space itself. Many are talked out of following a creative career, because of the implications of it not making any money, or not being a real job, and so on. We want to provide information and avenues for creatives to take, if they decide to get more involved in the creative space.

Even the logo has a heart.


By merely approaching a creative house with a project that is designed to foster and encourage creativity, you're awakening a portal that will bend space-time and melt minds. We love CR18, and as it happens, CR18 embraces a heart in its logo for a good reason. Love and acceptance drive this initiative, and We® have an abundant source to give to it.






The CR18 logo leaves no room for insecurities. It has a heart and isn’t afraid to use it.








About the typeface


The wordmark/logo is a geometric sanserif able to perform very well in any situation. It is a versatile family of fonts with just the right amount of personality. Its rigid geometric structure contrasts with letters that provide it with a gestural touch.

We wanted to capture that independent film-esque vibe, and at the same time, letters that would play nice with an assortment of type styles and treatments while looking its best in just about any context.








Expressive. Fun. Bold & Unaplogetic.



We® brought colour to CR18

Dante Pettis provided us with three colors that resonated with him. We® expanded on those pallets and brought a vast and diverse set of 20 interchangeable swatches allowing for full creative expression.








Brief:
Art is a completely underutilized tool and CR18 is determined to develop an initiative around art expression to unite communities , strengthen local economy, and build a brand exposing the artists battling with confidence and stuck in insecurities with their creative capabilities.
Approach:
Create access and expose the most talented artist in need of exposure. Utilizing influencer engagement and large brand partnerships to feature, showcase, and inspire the hidden gems of the art world. Develop road maps and strategies to through to engage and create stickiness.
Impact:
Proving that art is therapy.




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