CROWN
Protecting Progress
From remote data centres housing the world’s memory to pharmaceutical laboratories developing life-changing solutions Crown ensure the mission critical systems and infrastructure the world counts on stay resilient and protected for the long term.
After three decades of growth, Crown needed a revitalised brand strategy and identity that better reflected their vision to be the world-leading partner delivering full envelope solutions for the world’s most demanding industries.
We were tasked with developing a powerful brand platform, bold brand voice and a confident visual identity that would communicate their technical expertise, scale, and commitment to protecting mission-critical infrastructure.
Our Impact
1. Brand Strategy
A new vision, purpose, values, and value proposition.
2. Brand Identity
A modern brand identity positioning Crown as a trusted & innovative leader.
3. Brand Voice
A distinctive and confident tone of voice and messaging platform.
Challenge
Crown operates in an environment where precision, reliability, and technical expertise are paramount. They needed a brand that would:
Communicate their specialised role in protecting vital systems across technology, life sciences, and the advanced manufacturing sectors.
Establish a clear market position against competitors.
Express their holistic approach to building protection.
Reflect the scale and global reach of their operations positioning them as a global leader.
Showcase their values and client-focused ethos.
Approach
We began by conducting in-depth stakeholder interviews to understand what makes Crown unique in their market and to get a feel for their company culture. This research phase involved deep-dive sessions to grasp their business, values, and competitive landscape, ultimately leading to the creation of a comprehensive brand platform that outlined their vision, purpose, and positioning.
Solution
Crown’s new visual identity embodies their confidence and technical expertise, built around four principles: Scale & Global Reach, Holistic Approach, Technical Expertise, and Human Connection.
The design system features a bold, confident wordmark logo with squared counters referencing industrial architecture. The colour system uses a primary palette of orange, charcoal, and white, complemented by secondary greys and tertiary colours inspired by the materials they utilise. For typography, we selected Aspekta, a modern sans-serif , chosen for both its clarity and ability to express technical precision.
The distinctive C-Frame serves as a framing device taken from the counter of the ‘C’ in the logo. The photography showcases dramatic imagery of their people to emphasise scale and impact, while custom iconography reflects Crown’s technical precision and quality. This contemporary visual system creates immediate impact while offering flexibility across various applications, from digital platforms to on-site branding materials.
Verbal Identity
We created a confident tone of voice aligned with Crown’s positioning as protectors of mission-critical infrastructure and reflective of their values.
The messaging platform is driven and forward-thinking, matching the limitless ambition of the industries they serve by thinking big picture while staying grounded. Most importantly, it maintains a grounded and human approach that balances technical precision with warmth and genuine care.
This distinctive voice system allows Crown to communicate with authority while maintaining accessibility across all their touchpoints—from technical documentation to client presentations and marketing materials. The messaging framework operates across three levels, addressing brand level communications, sectoral expertise and their specific services, giving Crown flexibility while maintaining consistency.
Website
We designed a new website to showcase Crown’s services, expertise, team, and experience. The website serves as a digital hub that brings the new brand to life. Featuring a clean, modern interface, it echoes the bold visual identity while highlighting successful projects across various sectors through detailed case studies.
Results
The new brand identity has solidified Crown’s position as a leader in mission-critical infrastructure protection. It features a unique visual presence that differentiates Crown from competitors and offers a flexible yet consistent system across both digital and physical platforms.
