Brand Redesign
CREE8 Redesign
CREE8 had a good idea and a stock-image logo. After it acquired BeBop Technology, I redesigned the brand from scratch: a loop that doubles as an 8, a website to match, and a yellow that made a purple-and-blue industry stop and look.
Client
CREE8
Industry
SaaS / Creative collaboration
Role
Head of Design
Year
2024
CREE8 (say it out loud: create) builds cloud workflows for creative teams. When it acquired BeBop Technology, a cloud platform for film, TV and VFX work, a redesign stopped being optional. As Head of Design, I rebuilt the brand from zero and carried it into a new website, around a positioning we shaped as a team: Studio In-A-Box.
Challenge
The old logo was a stock image with a good concept behind it and nothing that made it CREE8's. There were no guidelines, no system, nothing to inherit. On top of that, CREE8's colors sat in the same blues, purples and magentas as almost everyone else in the industry. A new company deserved a brand that didn't blend in.
Solution
The mark is a loop and an 8 at the same time, and it makes a big promise on purpose: anyone can work on anything, from anywhere. For color, I started from a purple in CREE8's world, then picked its exact opposite on the color wheel. That's where the yellow comes from. Around those two decisions I built the full identity and the website, from scratch.
Outcome
A brand built from zero: mark, color, type and website.
A yellow that broke the industry's blue-purple pattern.
A cautious reaction inside the company, and a warm one outside it, from clients, prospects and users at events like NAB.
People still stop us just to say they love the brand. Their words: "You guys are impossible to ignore."
Starting from nothing
The previous logo came from a stock image. Good concept, generic execution, zero guidelines. So this wasn’t a refresh. Every piece of the brand had to be built.
Anything, anywhere
CREE8 sounds like create, and the 8 does a lot of work. Drawn as a loop, it never ends, which is the point. The mark is a deliberate exaggeration: anyone can literally work on anything, from anywhere. Big claim. The brand had to be confident enough to make it.
The yellow
The trickiest call wasn’t the logo. It was the color. Looking at the industry, almost every brand lived in blues, purples, and magentas, and so did CREE8. So I took a purple shade and went to its exact opposite on the color wheel. The result was a vibrant yellow, and a lot of internal nervousness.
Out in the world
The industry didn’t share the nerves. Clients, prospects, and users loved it at events like NAB and beyond. People still stop just to say they love the brand and the color. As a designer, that means the world to me.
The website
The new site was the brand’s first full expression, built around the Studio In-A-Box story. The positioning keeps evolving, and the brand was made to evolve with it.
Services
Brand strategy, Positioning, Brand identity, Motion, Web design
Tools
Figma, Illustrator, Photoshop, After Effects, Premiere Pro, Framer
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