OUR CREATIVE EXPRESSION
a look into
our brand
crafting beautiful experiences for the 1% means having a different creative expression. different enough to be heard in a crowd. different enough to stand out.
welcome to a guide of how that expression comes to life.
Philosophy
driven by art, good taste
and beautiful things
function, as humans understand, is fulfilling the objectives by rationally designing something. on the contrary, form, is anti-functionalist and fulfills the imagination and creativity of not only the viewer but the creator as well. we at CRED, live and breathe to create beautiful experiences for our members that elucidate our belief of "form is function". beautiful for us means something with an honest effort, a level of craftsmanship, and passion that deeply resonates with taste and knowledge of culture. our brand establishes this philosophy through varied mediums that cohesively blend together to build a walled garden, the gates to which are open exclusively to our members. but sometimes we tend to give others a peek inside this beautiful garden, to experience a different lifestyle, filled with rewards, where "it pays to be good".
Ethos and Voice
how we show up through
different channels
our ethos exists in the balance between our ideals. the things we value at CRED are reciprocal: we see beauty as a standalone virtue, enhancing all things that have utility or don't.
beautiful and useful
pretty things that don't work are bad. ugly things that just about work are terrible. we aim to maintain a balance between beauty and function.
curious and informed
we have an immense and time-tested body of research that we're always adding to — because we're curious about the world, and always gathering new information to bolster our perspective.
generous and rigorous
we have always imagined a way of living that puts our members first — one that's inherently optimistic and generous. it takes time to design something everlasting, and we are exacting in our processes.
expressive and honest
our vibrant designs — across every medium — exhibit joy and imagination but never at the expense of honesty. what we put into the world evokes genuine feeling, while every detail has been resolved to its essential purpose.
for expression and driving
cultured conversations
we are confidently expressing what we think is best for our members, through intriguing, concise and narrative-driven copywriting. the tone or voice we follow is meticulously crafted to be relatable to an audience that appreciates a keen sense of culture.
expressive
an expressive tone of voice allows us to unfold our brand personality where it seems to fade out subtly. when we have the space, we love to share a story, but even with limited space, we try to abridge the narrative in the most concise and understandable way possible.
hubristic
we are overtly confident and that speaks in our copywriting. our strong narratives keep the promise that we make with our products, and the hubris expressed is a signature of our brand's voice.
iconoclastic
our beliefs often contradict those established in the mainstream, and we express these through opportunistic copywriting that entices our members to change perspectives and look at things differently.
exciting
by providing a unique value to each person's mindfulness, we focus on building intrigue and excitement through our copywriting that always keeps the readers longing fo r more.
LOGO AND CONSTRUCTION
our most valuable
brand asset
we meticulously arrange our logo in compositions and motion to highlight its importance as our MVA. to democratise its use, we have a strict set of guidelines on the elements surrounding the logomark in a composition and the logomark itself.
Logo usage rules
do not mask or crop the logo. always show the full logo.
do not use alternate or off-brand typefaces to recreate the wordmark.
do not use the glyph alone. always pair it with the full logomark.
do not place the logo on cluttered or busy backdrops.
do not distort or rotate the logo in any orientation.
do not add harsh drop shadows or other effects to the logo.
Co-branding
partner logo
lockup guidelines
we believe in collaboration and that is fulfilled by partnering with some of the biggest and most influential brands. to maintain a cohesive visual collaboration, we have some recommended guidelines for clearspace as well as placement of the logomarks.
clearspace around vertical partner lockups
clearspace around horizontal partner lockups
VISUAL LANGUAGE
inspired by art movements
and varied cultures
since 2018 and the birth of the CRED app, we have been thriving on building what is inspired by art and caters to the best experience of our members. over the years, we have built extensive design systems based on distinctive illustrative visual styles, strong typography and great compositions.
