Crowley

Powering possibilities for people and the planet

Crowley has a 130-year-old legacy as a family-owned business. Providing services globally, growing from a maritime and logistics business into a tech-forward and innovation supply company that empowers the movement of goods around the world. To better reflect the transformation the brand had undergone, Crowley needed a new, bold brand to tell its story.


To signal this radical change, FutureBrand developed the anchoring brand idea ‘Fluency in Movement.’ This brand concept helped give a concrete focus and direction to Crowley’s forward-thinking work. We then created a bespoke brand architecture framework to highlight Crowley’s technology and innovation capabilities, a new verbal identity, along with a messaging playbook to guide consistent content development. The new identity needed to embody movement and motion, transitioning from the prior Crowley red to a vibrant blue which indicated a new direction for the brand. We echoed the tone of voice in the photography and created a suite of items for launch including a PowerPoint template, icon library, Microsoft Teams background, email signatures, screensavers and more.

Crowley needed a new and refreshed bold brand to tell its story
visual identity for industrial sector from FutureBrand
Crowley travel and transportation visual identity from FutureBrand
FutureBrand created a bespoke brand architecture framework to highlight Crowley’s technology and innovation capabilities.
forward-thinking visual and verbal identity for Crowley
FutureBrand created a new verbal identity and messaging playbook to guide consistent content development.
FutureBrand created a new identity for Crowley to embody movement and motion,

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