Acru

“Meet Them Where They Are.”
Acru is a new way to deliver financial services to the local
community. They help people with anything related to their money,
including Banking, Investments, Insurance, Tax, and Estate Planning. With a simple offering comes a bigger vision: To Change the Way the World Views Money.

  Challenge:
Partnering with Leader Enterprises, as a new brand Acru needed to know who they were and how they would present themselves to the world. They needed a name and visual identity that would spark life back into a dying category and help people know when it comes to their money it should is "All about you". They needed an identity that would mimic a new beautiful retail space, including a coffee shop called Copper Coin. Acru needed to tell a meaningful, and authentic, story to cast vision for an innovative way to deliever financial services.

  Solution:
For the name we collaborated again with Leader Enterprises and Babcock Design to flush out hundreds of naming candidates, ten of which we rigoursly tested, until we had one clear winner, Acru. The english word "Accrue" is a financial term that means to collect or accumulate, which is at the heart of the brand. That meaning paired with the unique spelling of the word makes it unique and ownable for the brand. The beauty of this name however is the emphasis on the last letter, "U", highliting the fact that it is all about "U".

In the primary mark, Acru uses clean lines to provide contrast. Rounded edges keep it contemporary and simple, yet friendly. The U is highlighted and unique through out different variations of the logo type, helping emphasize "you." The result is a sophisticated but personable word mark that tells the heart of the Acru story.