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.
Following the launch of the website and the spread of their videos across various social media channels, Clewed was hugely successful in generating new leads from business professionals and investors. Even with the influx of new members, the company also saw a major increase in brand loyalty.
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