X marks the spot for Cruxy's rebrand journey

Matthew Gillman, Design Director

What were we briefed on for the Cruxy rebrand?

Our Designhouse team was tasked with creating a visual identity and tone of voice that captured Cruxy’s incisive approach to partnering with high-growth B2B tech companies. The brand solution needed to support Cruxy’s growth ambitions and propel the company towards their revenue target.

How did the brainstorming phase go?

We began by personifying Cruxy to give the brand a sense of character. From this, Calculated Maverick was born: unconventional, bold thinking, willing to challenge norms, but always with absolute precision. This approach helped both strategic and creative teams align on the vision for the brand.

What was your thinking behind the rebranding solution?

X marks the spot. An agile, X-shaped axis marks The Point of Success - the point where calculation meets maverick behaviour, where growth opportunities are identified. The way this graphic device is rendered and moves reinforces Cruxy’s unique approach and attitude.

Did you learn anything new during the project?

This was one of those occasions where the idea came from the brand name. This project reminded us that sometimes the solution is in plain sight. The X in Cruxy was more than a letter—it became a powerful tool for conveying precision. This simple approach taught us that effectiveness often comes from distilling an idea to its most recognisable form and using it with intentional impact.

What was the biggest challenge? Can you discuss any innovative or unconventional approach you took to resolve this?

The challenge lay in balancing Calculated Maverick—being fearless in uncovering new growth opportunities for clients, yet always maintaining a sharp, strategic approach that ensures results.

This balance informed the brand strategy and became the foundation for the rebranding process. We focused on Cruxy’s core quality: precision. This was achieved through a simple letter, a bold colour choice, and a clean, uncluttered design. The result is a brand with striking, controlled energy that communicates both confidence and accuracy.

What details are you most proud of and why?

The hero X graphic. Both the high-impact and keyline versions are used in lower-tier communications. Together, they create a remarkably simple yet distinctive design language. Complementing this is the neural-like blue and green imagery, mostly presented within the hero X graphic. It symbolises Cortex and through animation, vividly conveys the depth and power of Cruxy’s data engine.

What visual influences fuelled your solution?

We drew inspiration from Refik Anadol’s Echoes of the Earth: Living Archive exhibition at the Serpentine Gallery. This showed us how data can be visualised in organic, fluid forms, influencing our approach to representing Cruxy’s data-driven precision with visual fluidity and boldness.

What do you hope the rebrand achieves for Cruxy?

The rebrand has repositioned Cruxy as a professional yet dynamic brand, setting it apart in a clear, unique way that distinguishes it from industry giants like Bain and McKinsey.

How do you ensure consistency in brand messaging and visual identity across various channels and touchpoints?

To ensure consistency, we developed tone of voice guidelines and conducted brand workshops to build advocacy and a strong understanding of the brand. A suite of branded templates ensures consistency across all touchpoints.

What role did consumer research or market analysis play in shaping the direction of the rebrand?

Understanding Cruxy’s target audience of ambitious investors and tech leaders was essential to our process. This clarity kept our approach purposeful, aligning with the high-growth mindset of Cruxy’s clients.

Our analysis also helped avoid any association with a traditional consultancy model, which didn’t align with what Cruxy is or wanted to be.

How did you ensure that the new brand identity resonated with the brand's existing audience while also attracting new ones?

Our approach tapped into the pressures and ambitions of Cruxy’s audience—what keeps them awake at night. The rebrand demonstrated clarity and confidence to reassure existing clients that Cruxy understood their needs while attracting new high-growth clients seeking a brand that reflected their ambitions.

Can you share any behind-the-scenes anecdotes or memorable moments from the rebranding project?

Meeting with Cruxy’s team was an inspiring experience. Their energy and clarity of vision profoundly shaped the rebrand. We found their enthusiasm, commitment and invaluable insights set us on the right path to creating the new Cruxy brand.

Matthew Gillman, Design Director at Designhouse

See our Cruxy case study.

Check out the Cruxy website.