info@abravenew.com
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CASE STUDY
Building Confidence in a New Platform
Crolync was founded to solve a persistent problem in fundraising analytics: reporting takes too long, and the work that matters most gets delayed as a result.
Built by a team with deep experience in direct response and fundraising analytics, as well as the cancer research and healthcare space, the Crolync platform dramatically reduces reporting timelines from weeks to minutes so analysts can spend less time preparing data and more time generating insight.
As a new entity, Crolync needed a visual identity and website that could immediately establish credibility, signal confidence, and clearly communicate its value. The challenge was to create a modern, technology-forward logo mark and accompanying design system that also reflected the human-centered nature of fundraising and philanthropy.
THE SITUATION
A Need to Reframe a Brand
Fundraising and direct response agencies depend on accurate, timely analytics to guide decisions and demonstrate impact. But for many teams, the process of analyzing fundraising data is time-intensive and slow.. It can take up to a week of time and effort by multiple experienced analysts to extract insights..
Crolync changes that dynamic by automating the most time-consuming parts of analytics and reporting. However, as a young company, it did not have a visual identity or website that reflected the sophistication of the product or the depth of expertise behind it.
To support growth and adoption, Crolync needed a visual identity and digital presence that positioned it as a serious, established analytics partner while remaining approachable and aligned with the values of the fundraising space.
THE SOLVE
Bringing the Brand to Life
A Brave New approached the engagement in two phases: logo design and visual identity development, followed by the design of a new website that brought the brand to life.
Visual Identity
The visual identity design process focused on clarity, connection, and efficiency—core attributes of the Crolync platform itself. The final mark needed to feel modern and technical, while remaining accessible and human.
From there, we developed a complete visual identity system, including color, typography, iconography, and foundational design elements. We presented three distinct style tiles representing different visual directions, each aligned with Crolync’s positioning as an analytics-driven technology company.
Refinement was iterative, with a healthy back and forth with the client, until we were able to combine concepts into a single, cohesive identity that conveyed confidence, competence, and innovation.
Website
With the visual identity established, we designed a new website to support three primary goals:
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Balance technology with human connection, reflecting both Crolync’s advanced automation and the people-driven nature of fundraising
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Position Crolync as an established analytics brand, communicating trust, expertise, and credibility from the first interaction
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Express innovation and forward momentum, reinforcing the platform’s ability to automate work that traditionally takes days or weeks
The resulting site was built using a high-performance custom Hubspot theme that pairs a clean, modern design with focused messaging. It clearly articulates Crolync’s value of faster reporting, clearer insight, and more time for strategic work.
THE RESULTS
A Stronger Foundation
The new visual identity and website provide Crolync with a strong foundation for growth. The new look and feel clearly differentiate the company in the analytics space while reinforcing its relevance to fundraising and philanthropy.
With a brand that reflects both technical sophistication and human purpose, Crolync is now positioned as a credible, confident analytics partner that is ready to support agencies in moving faster, thinking deeper, and focusing on impact.
