Let Your Business Snowball

Clewed is a collaborative platform where promising young companies work with leading business professionals to morph into highly productive, lasting institutions. Clewed provides a convenient, streamlined process through which members share and implement relevant ideas, expertise and best practices to help companies innovate on a continuous basis or connect with investors. Their mission is to focus the spotlight back on building great companies.

Squat New York was commissioned to create a brand identity that conveyed a sense of security and trust – two of the highest values of potential clients.

The name “Clewed” was inspired by a story in Greek mythology, where a hero named Theseus was best known for conquering a Minotaur living in a labyrinth. He managed to find his way out of the maze using a ball of yarn, also called a “clew.” The word simultaneously indexes the “clue” we’re more familiar, i.e., a hint for overcoming a problem. Its relevance to the company is in the fact that Clewed promises the key to better outcomes for businesses and professionals alike.  

With “ed” left in a soft, light gray, the logo positions “clew” as the most important (and most recognizable) component. The period in a stark turquoise blue – the color of the finance world – symbolizes Theseus’s ball of yarn as well as the resources Clewed offers businesses for coming out of difficult situations. That circle is used as a primary, connecting visual element throughout all marketing collateral and stationery.  

The web design process was a challenge in reducing complexity, ensuring users could easily identify the functionality of the platform and navigate its flow. On the homepage, we included a an animated video that walks users through the process of using Clewed’s systems in the most entertaining and emotionally impactful way possible.