Branding a Historic Johnstown Restaurant

The Fifth Local Eatery and Alehouse Exterior Signage

When Corey Crocco approached Cross Creative, a renowned restaurant branding agency, to rebrand a historic watering hole in Johnstown, Pennsylvania, we knew we were taking on a project with deep roots.

Our Role as a Restaurant Branding Agency

As a leading restaurant branding agency, we were excited to breathe new life into this iconic venue while honoring its past. Our team, based in Harrisburg, PA, brought a fresh perspective to the project, drawing on our expertise in creating memorable brand identities for restaurants.

The Fifth Restaurant Apparel design by Cross Creative

Discovering the Restaurant’s History

We embarked on a journey of discovery, delving into the history of the establishment, formerly known as the Alibi, and the vibrant culture of Johnstown. The Alibi had been a beloved fixture in the city for decades, and its legacy loomed large over the rebranding process. Corey Crocco, the new owner, wanted to pay homage to the Alibi’s history while creating a fresh, modern identity for the restaurant. The name “The Fifth” was a playful nod to the Alibi, referencing the idea of keeping quiet and not incriminating oneself. Through extensive research and interviews with locals, we uncovered a rich tapestry of stories and memories associated with this iconic venue.

Creating a Brand Identity for a Historic Venue

The establishment’s history was a blend of nostalgia and modernity, a testament to the evolving nature of the city itself. We sought to capture this essence in the new brand identity, creating a design that was both familiar and fresh.

Beer can design for the Fifth restaurant in Johnstown, PA
Cross Creative tagline design for the Fifth Local Eatery and Alehouse—a restaurant in Johnstown, PA

The Branding Process: From Concept to Execution

As a restaurant branding agency, we understood the importance of creating a brand that not only looked good but also told a compelling story. Our initial concepts focused on themes of tradition, innovation, and local heritage. We explored visual elements that would evoke the establishment’s past while also looking toward its future. Retro-inspired typography, industrial-chic design, and references to Johnstown’s landmarks, like Morley’s Dog, were all considered.

The Fifth Local Eatery and Alehouse restaurant logo options version 1
The Fifth Local Eatery and Alehouse restaurant logo options version 2

Throughout the design process, we maintained a collaborative approach with Corey. His insights and feedback were invaluable in ensuring that the final brand identity resonated with the community. Together, we refined the color palette, logo, and typography to create a cohesive and visually appealing aesthetic.

The Final Brand Identity

The result was a brand that perfectly captured the spirit of the reimagined establishment. Inspired by Johnstown’s heritage, the logo featured unique design elements that captured the city’s essence. The color palette is dark and industrial, reflecting the city’s rugged and edgy character. The typography, a blend of classic and contemporary fonts, created a balance between nostalgia and modernity.

Additional Branding Services

As a restaurant branding agency, we were committed to providing a comprehensive range of services to ensure a cohesive brand experience. These included interior and exterior signage, menu design, and website development.

The Impact of Thoughtful Branding

The branding of the establishment was a resounding success, revitalizing the local dining scene and attracting new customers. Our collaborative approach and attention to detail, combined with our expertise as a restaurant branding agency based in Harrisburg, PA, resulted in a brand that not only honored the past but also paved the way for a bright future.

By preserving the establishment’s legacy while embracing a modern aesthetic, we were able to create a brand that resonated with both longtime patrons and a new generation of diners. The reimagined venue is now more than just a restaurant; it is a symbol of Johnstown’s rich history and its enduring spirit.

Harrisburg Restaurant Week: A Celebration of Flavor and Tradition

Harrisburg Restaurant Week with Cross Creative

Welcome to a celebration of taste and community spirit in the heart of Pennsylvania’s capital city. Harrisburg Restaurant Week, an annual tradition cherished by locals and visitors alike, has grown from humble beginnings into a vibrant culinary extravaganza that showcases the best of what our city’s diverse restaurant scene has to offer.

Origins and Evolution of Harrisburg Restaurant Week

Harrisburg Restaurant Week 2024
The roots of Harrisburg Restaurant Week trace back to 2008, when a handful of visionary restaurateurs and the @hgbdid came together with a mission: to create an event designed as a marketing campaign for the downtown business district to highlight the culinary talent that define our beloved city. What started as a small-scale event has flourished over the years, evolving into a much-anticipated two week-long festival that attracts food lovers from across the region.

Each year, participating restaurants craft special menus that feature their signature dishes alongside innovative creations, offering patrons a chance to explore new flavors and revisit old favorites at special prices. From cozy bistros serving up farm-to-table fare to bustling eateries dishing out global cuisines, Harrisburg Restaurant Week has something to tantalize every palate.

A Feast for the Senses: Restaurant Branding Re-Imagined with Cross Creative

Beyond the delicious food, Harrisburg Restaurant Week is a celebration of community and creativity. It’s a time when neighbors come together to support local businesses, chefs showcase their culinary prowess, and diners embark on culinary adventures without leaving the city limits.

Whether you’re a seasoned restaurateur or a newcomer to the dining scene, there’s never been a better time to showcase your talents and connect with diners who are hungry for new experiences. Being an established restaurant branding agency, we encourage our local restaurants to consider how they present themselves to the world. Your restaurant’s brand is more than just a logo—it’s the essence of who you are and what you offer to your patrons.

"Exceptional work! I have worked with Cross Creative on two projects thus far, and I couldn't be more pleased with the results. Looking forward to our next project!"

At Cross Creative, located in nearby Camp Hill, PA, we specialize in helping businesses like yours tell their stories through innovative design and strategic restaurant branding. Whether you’re looking to refresh your visual identity with a new logo that captures the essence of your cuisine, create a compelling digital presence with social media campaigns that engage and delight your followers, or revamp your website to showcase your menu in mouthwatering detail, our team of passionate creatives is here to collaborate with you every step of the way. Together, we can elevate your restaurant’s brand and ensure that your unique flavors shine brighter than ever before.

Download our comprehensive services and pricing guide of what Cross Creative can offer, and we’ll see you at Harrisburg Restaurant Week!

The Impact of Menu Design on Your Restaurant Branding

Welcome to Cross Creative, a restaurant branding agency in Central Pennsylvania. We are dedicated to supporting small businesses by forging strong, creative partnerships that enhance brand presence and customer engagement. Today, we delve into an essential aspect of restaurant branding: menu design, and how it shapes customer experience and perception.

The Art of Menu Design

Menu design is not merely a list of dishes; it’s a powerful tool that communicates your restaurant’s personality, style, and values at a glance and plays a crucial role in influencing how patrons perceive your establishment. Cross Creative can help with every element—from typography and layout to images and color scheme. Just take at look at these menu designs for Flair of Country Catering and Event Planning located in Johnstown, Pennsylvania. 
Menu Design for Flair of Country Catering and Event Planning
Menu for Flair of Country Catering and Event Planning by Cross Creative

Typography Choices

The fonts you select convey more than just dish names; they evoke mood and style. Whether it’s elegant serif fonts for a fine dining experience or playful, modern sans-serifs for a casual eatery, typography sets the tone and guides diners through their culinary journey. The typography selection for the Fifth Local Eatery and Alehouse speaks volumes about the atmosphere. 
Lunch menu design for the Fifth Local Eatery and Alehouse
Menu design for the Fifth Local Eatery and Alehouse in Johnstown, PA

Layout Design

A well-organized menu layout can enhance usability and guide customers to key items or specials. Strategic use of white space, grid alignment, and section dividers can simplify choices and improve readability, ensuring a seamless ordering experience.
 

Use of Images

Visuals are powerful in triggering appetite and influencing dining decisions. High-quality images of signature dishes or carefully curated photographs that align with your restaurant’s ambiance can evoke cravings and entice patrons to explore new flavors.o

The Psychology of Menu Design

Colors, fonts, and even menu item placement are not chosen at random. They are selected to influence consumer behavior and enhance the overall dining experience. Understanding color psychology—such as using warm tones to stimulate appetite or cool tones to convey freshness—can subtly guide diners’ choices.
 
At Cross Creative, we are passionate about restaurant branding and helping small businesses stand out through thoughtful and impactful design. Whether you’re launching a new menu, undergoing a rebrand, or seeking to refresh your visual identity, our experienced team is here to deliver measurable brand growth that fuels your success. We believe in the power of creativity to transform businesses and create lasting impressions.

2024 GDUSA Top Design Schools: How Susquehanna University Shaped My Path in Graphic Design

Cross Creative celebrates Susquehanna University's inclusion in GDUSA's 2024 Top Design Schools

When I think back to the days before college, I didn’t even know what graphic design was, much less that you could build a career around it. I was a creative kid from a blue-collar town, unsure of what lay beyond high school until a football scholarship landed me at Susquehanna University. Little did I know, this twist of fate would steer me towards my passion and future profession in graphic design.

Susquehanna University, nestled in Selinsgrove, PA, was where I unwittingly began my design journey. Drifting through my first semester, unsure of where to focus, I stumbled into a graphic design course. This wasn’t just another class; it resonated with me deeply. At the time, graphic design wasn’t even an official major, but my professor, Mark Fertig, saw potential in the field and in me. He promised it would become a major by the time I graduated, and he was right.

The small, informal classes meant I practically had one-on-one mentorship with Mark. We spent countless hours in the computer lab, where I honed my craft under his guidance. His passion for design was infectious, and he demanded nothing less than our best. Mark wasn’t just a teacher; he was a mentor and a pivotal figure in my life. His connections helped me secure a job before I even graduated, a testament to his belief in his students and the power of a strong network.

 

Book cover designs a collection of Ernest Hemingway novels

Mark Fertig’s legacy continues through his students and colleagues like Amanda Lenig, a former classmate who now chairs the Department of Art + Design at Susquehanna. Under her leadership, the program has flourished, recently earning recognition from Graphic Design USA Magazine (GDUSA) as a top design school for 2024. It’s a significant achievement, considering the competition includes some of the biggest names in higher education.

The core philosophy of Susquehanna’s Graphic Design program is simple yet profound: “Process and concept are king. Hard work is the reality, talent is the illusion. See everything. Solve the problem. Give a damn.” This ethos has nurtured a community of designers who are reshaping the design landscape through rigorous, real-world projects. These projects not only build competitive portfolios but also prepare students for the demanding and dynamic field of graphic design.

Offering both a Bachelor of Fine Arts (BFA) and a Bachelor of Arts (BA), the program caters to a wide range of aspirations. Whether students aim for a career in creative industries or want to enhance another major with design skills, Susquehanna equips them with the expertise and connections to thrive. The result is a robust alumni network of professionals working across top agencies and companies nationwide.

Education at Susquehanna was more than just academic; it was transformative. It launched my career and shaped me into the designer—and the person—I am today. As the founder of Cross Creative, I extend my deepest gratitude to the program and to mentors like Mark Fertig. Congratulations to Amanda Lenig on her well-deserved accolade, and best of luck to all current and future students of the program.

GDUSA names the top design schools

At Cross Creative, we value the strong foundation that Susquehanna provides in the design field. We have had the pleasure of collaborating with several Susquehanna graduates, and their exceptional skills and professionalism speak volumes about the quality of education they received. Their work is proof of the program’s excellence.

As we continue to grow and seek new talent, we are particularly keen on offering internships and career opportunities to graduates. We believe in nurturing new talent and providing them with the tools and opportunities to succeed in this vibrant industry.

Thank you, Susquehanna, for shaping the futures of so many talented designers, including mine. Here’s to continuing excellence in education and to the endless possibilities that lie ahead for its graduates.

Shining a Light on Success: Cross Creative Partners with the Lion Foundation

Cross Creative is excited to be a proud sponsor of the Lion Foundation

Every year, the Lion Foundation ignites the spirit of community in Camp Hill, Pennsylvania, by hosting an annual gala in support of the Camp Hill School District. This year, Cross Creative was honored to partner with them, helping transform their “Dark Nights. Bright Lights.” theme into a night of dazzling impact.

Cross Creative helped sponsor the Lion Foundation Winter Gala
Example signage for the Lion Foundation winter gala by Cross Creative

From Vision to Impact

Collaborating closely with Sarah DeBrunner, Jess Byerly, Brant Underwood, Raven Ross, Shari Sponic, and Kelly Falck from the Lion Foundation, we embarked on a creative journey. Together, we crafted a captivating visual identity that captured the essence of the theme—highlighting the challenges faced by youth while showcasing the unwavering support and bright future ahead.

Our collaboration went beyond just aesthetics. We produced a comprehensive design package, including:
  • A captivating main theme logo and graphics: Setting the tone for the event and resonating with guests.
  • Engaging pre-event materials: Social media posts and local signage built anticipation and encouraged participation.
  • Seamless program, signage, and presentations: Guiding guests through the evening and reinforcing the event’s message.
Cross Creative helped develop the onsite materials for the Lion Foundation Gala

Beyond Design, Supporting the Cause

Cross Creative is deeply committed to giving back to our community. As a local Camp Hill business, we were proud to not only offer our design expertise but also sponsor various event items. Contributing to the success of the gala and ultimately, supporting the education of Camp Hill students, brought us great joy.

Huge shout out to the Camp Hill High School Girl's Basketball for setting up.
The Camp Hill School District is fortunate to the staff of the Lion Foundation for putting on the event.
Huge shout out to the Camp Hill High School Boy's Football and Basketball teams for setting up.

Light Up Your Next Event

At Cross Creative, we believe in the power of design to elevate events, spark engagement, and create lasting memories. We’re passionate about collaborating with organizations like the Lion Foundation to achieve their goals and positively impact the community.

Is your Central Pennsylvania event ready to shine? 

Contact Cross Creative today to discuss how we can bring your vision to life. We’ll help you capture the essence of your theme, develop impactful materials, and ultimately, achieve remarkable outcomes. Together, let’s turn even the darkest nights into bright lights for our community.

Confessions of Design Business Owner: A Presentation to Susquehanna University

Chris Ross talks business with the graphic design students of Susquehanna University.
Chris talking to the Susquehanna University students about self-promotion.

As I walked into the classroom at Susquehanna University, a flood of memories washed over me, taking me back to the days when I was a young, eager designer, full of ambition and ready to soak up every piece of knowledge I could find. The classroom had the familiar smell of books, paper, and creativity—a blend that once fueled my passion as I sat in those very seats, learning under the guidance of my mentor, Mark Fertig. I remember those early days clearly, the way Mark would challenge us to think beyond the obvious, to explore the boundaries of design and creativity. I was driven by an insatiable desire to learn, to grow, and to make my mark in the world of design. Little did I know then the twists and turns my career would take, shaping me into the person I am today—the owner of Cross Creative.

The invitation to speak to the students of the “Business of Design” course was an honor that filled me with both excitement and humility. I had walked these halls as a student not so long ago, and now, here I was, returning as a professional, ready to share my journey with the next generation of designers. The significance of this moment was not lost on me. It was a full-circle experience, an opportunity to give back to the community that had given me so much.

As I stood at the front of the classroom, I felt the familiar hum of energy that always accompanies a room full of creative minds. The atmosphere was electric, charged with the students’ curiosity and enthusiasm. I began by sharing the story of my unexpected career path, from my humble beginnings as an entry-level designer in Washington, D.C., to my time running the creative department at Human Longevity, Inc., and finally to the challenges and triumphs of entrepreneurship. It was a story of persistence, resilience, and the willingness to embrace the unknown—qualities that had been crucial in navigating the unpredictable terrain of the design industry.

Chris encouraging studnets to take control of their careers

I didn’t hold back any details, wanting to give the students a real sense of what the journey had been like. I shared anecdotes from my early days, like the time I was tasked with designing a logo for a local association in D.C., a project that seemed daunting at the time but turned out to be a pivotal moment in my career. I spoke about the importance of building relationships, of finding mentors who could guide you when the path ahead seemed unclear. Mark Fertig had been that mentor for me, pushing me to think critically and creatively, to always strive for excellence.

One of the highlights of the day was the engagement of the students. They were eager, inquisitive, and clearly passionate about design. Their questions came one after another, each one probing deeper into the intricacies of the industry. They wanted to know about everything—from the nitty-gritty of running a design business to the creative process behind some of my favorite projects. It was inspiring to see their hunger for knowledge, their desire to absorb every piece of advice I had to offer. They reminded me of myself at their age, brimming with ambition and ready to take on the world.

The session wasn’t just a one-way conversation; it was an exchange of ideas. I encouraged the students to take control of their careers, to be proactive in seeking opportunities, and to not be afraid of the inevitable challenges that would come their way. I emphasized the importance of adaptability in an industry that is constantly evolving. Whether it’s learning a new software, understanding the latest design trends, or even pivoting to a different career path, being adaptable is key to long-term success. I also stressed the significance of resilience—how the ability to bounce back from setbacks is what will ultimately define their careers.

But beyond the technical skills and career advice, I wanted to impart something more profound: the belief in oneself. Throughout my career, there were moments of doubt, times when I questioned whether I was on the right path. What saw me through those times was an unwavering belief in my abilities and the knowledge that every experience, good or bad, was a stepping stone towards something greater. I urged the students to cultivate that same belief in themselves, to trust in their talents and their unique perspectives. After all, design is as much about confidence as it is about creativity.

The day was made even more special by the presence of Amanda Lenig, the Chair of the Department of Art and Design, and a former classmate and frequent collaborator. Our reunion added an extra layer of joy to an already unforgettable experience. Amanda and I had shared many late nights in the design studio, bouncing ideas off each other and pushing the boundaries of our creativity. Seeing her now, leading the department and shaping the next generation of designers, was a testament to the power of hard work and dedication.

To add a little sweetness to the day, I had brought along donuts for the students—a small gesture, but one that was warmly received. It’s funny how something as simple as a donut can break the ice and bring a room full of people together. As we shared the treats, the conversation flowed more freely, and the students seemed more relaxed, more open to asking questions and sharing their thoughts.

As the session drew to a close, I felt a deep sense of fulfillment. Speaking to these students, seeing their passion and enthusiasm, was a reminder of why I fell in love with design in the first place. It was also a reminder of the importance of giving back, of using the knowledge and experience I’ve gained over the years to inspire and guide others. I left the classroom that day with a renewed sense of purpose, knowing that I had played a small part in shaping the future of design.

As I walked out of the building and into the crisp autumn air, I couldn’t help but think about Mark Fertig and the impact he had on my life. His mentorship had been invaluable, not just in teaching me the technical aspects of design, but in instilling in me a sense of curiosity, a drive to always push the envelope. I realized then that mentorship is a powerful thing—it has the ability to shape not just careers, but lives.

To the students of Susquehanna University, I want to say this: your journey is just beginning. There will be challenges along the way, moments of doubt, and times when the path ahead seems unclear. But if there’s one thing I’ve learned, it’s that every experience, every setback, and every triumph will shape you into the designer you’re meant to be. Embrace the journey, seize every opportunity that comes your way, and never underestimate the impact you can have on the world. The future belongs to you, and I have no doubt that you will soar to great heights in your careers. And who knows, maybe one day you’ll find yourself standing in front of a classroom, sharing your own story of success. When that day comes, remember to pay it forward, to inspire the next generation of designers just as you have been inspired.

As I drove away from campus, I felt a profound sense of gratitude—for the experiences that had brought me to this point, for the mentors who had guided me along the way, and for the opportunity to give back to a community that had given me so much. The road ahead is always uncertain, but with passion, resilience, and a belief in oneself, there’s no limit to what can be achieved. I look forward to seeing where the journey takes these students, and I have no doubt that the future of design is in very good hands.

Building a Strong Brand for Genetic Athletics

Cross Creative worked with Genetic Athletics in Maplewood, MO to establish a strong brand.
Cross Creative designed a bold logo using a double helix.

We partnered with Genetic Athletics, a personal training company transforming lives through unique, genetically-tailored training plans. Our mission was to craft a brand identity that reflected their personalized approach and empowered individuals seeking dramatic physical transformations.

Brochure Design by Cross Creative
Brochure interior by Cross Creative

Key Strategies

  • Logo Design: A bold, double-helix “G” logo symbolizes the fusion of genetics and personalized training. This dynamic mark conveys innovation and a unique approach to fitness.
  • Modern and Bold Aesthetic: We created a visually impactful brand experience through bold graphics, vibrant colors, and dynamic imagery. This design language embodies energy, progress, and achieving peak performance.
  • Rallying Cry: We infused the brand with a motivational voice, inspiring individuals to break barriers and unlock their full potential.
Kiosk Advertising for Genetic Athletics
Kiosk Advertising for Genetic Athletics
Kiosk Advertising for Genetic Athletics

Impactful Deliverables

  • Logo & Brand Guidelines: A strong foundation for consistent brand application across all touchpoints.
  • Graphic Design Materials: Flyers, social media content, on-site graphics, and advertising that engage and attract target audiences.
  • Cohesive Brand Experience: A unified message across all platforms, driving awareness and engagement.

Outcomes

Genetic Athletics now boasts a modern, bold brand that effectively communicates their innovative approach to personalized training. This impactful identity empowers individuals to unleash their potential and achieve their fitness goals, driving business growth and success.

Rebranding the J. Craig Venter Institute: Foundation of Innovation

JCVI approached Cross Creative to help with a complete branding overhaul
The original JCVI logo had a lot of brand equity. We wanted to carry that over into the new logo.
There are plenty of examples where the acronym JCVI is used in the company’s lexicon and within the industry—this arrangement makes it official.

The J. Craig Venter Institute (JCVI) embarked on a comprehensive rebranding journey, aiming to capture its spirit of innovation and solidify its position as a global leader in genomic and bioinformatics research. This transformation centered around the concept of the “Foundation of Innovation,” embodied by the institute’s own building—a seamless blend of scientific vision, purpose, and technology.

  1. Key Elements of the Rebrand
  • Logo Refresh: A modernized logo reflecting the institute’s forward-thinking approach.
  • Complete Graphics Package Overhaul: Consistent visual language across all mediums, reinforcing the brand identity.
  • Website Redesign: A modern website showcasing JCVI’s research and its potential impact, featuring:
  • Latest website trends: User-friendly and visually appealing design aligned with contemporary expectations.
  • Compelling photography: Images that humanize the science and illustrate its real-world implications.
  • Sophistication and relatability: Striking a balance between scientific accuracy and emotional connection.
  • Updated color palette: Vibrant yet refined colors reflecting optimism and progress.
  • Carefully curated content: Highlighting JCVI’s leading-edge research and its potential to benefit all forms of life.

You can view the JCVI website here

Overall Goals

  • Elicit an emotional response: Captivate the audience and build a deeper connection with the institute’s mission. This is an effort to help encourage donors to contribute to JCVI projects.
  • Establish JCVI as a world leader: Reinforce their position at the forefront of genomic and bioinformatics research.
  • Showcase the human impact: Underscore the tangible benefits of their scientific advancements.
Cross Creative develops mood board for all clients to help set the tone for each project

Outcome

The rebrand successfully translated the essence of JCVI’s innovative spirit into a cohesive brand identity. By combining modern design trends with impactful visuals and thoughtful messaging, the institute effectively communicated its purpose and resonated with a wider audience. This strategic transformation positioned JCVI for continued success as a leader in its field, inspiring and engaging stakeholders through its unwavering commitment to groundbreaking research.

Cumberland County’s Population Boom and the Need for Creative Branding

Cross Creative stands ready to assist new businesses in the growing Cumberland County, PA.

Cumberland County, Pennsylvania, is experiencing a population surge like never before. As more people flock to the area, businesses are sprouting up to meet the growing demand. With this influx of residents and entrepreneurs, the need for a robust brand presence has never been more critical.

 

The Business Boom and the Graphic Design Advantage

The population growth in Cumberland County signals not only an increase in potential customers but also a rise in competition. In this thriving environment, a new business needs to stand out to make a lasting impression. This is where the expertise of a graphic design agency becomes invaluable.

Why Graphic Design Matters for New Businesses

First Impressions Count: In a crowded market, a visually striking brand is essential to capture the attention of potential customers. Graphic design shapes the first impression, conveying professionalism and credibility.

  • First Impressions Count: In a crowded market, a visually striking brand is essential to capture the attention of potential customers. Graphic design shapes the first impression, conveying professionalism and credibility.
  • Memorability: A well-crafted logo and consistent branding create a memorable image for your business. In a community teeming with options, being memorable is the key to brand recall.
  • Building Trust: Quality design instills trust. Consumers are more likely to trust a business with a polished and cohesive brand presence. It signals that you care about your image, and by extension, your customers.
  • Communication: Effective design communicates your brand story visually. It communicates your values, mission, and uniqueness, fostering a connection with your target audience.

Cross Creative: Crafting Your Brand in Cumberland’s Growth Spurt

This is where Cross Creative steps in. As Cumberland County flourishes, Cross Creative is poised to help new businesses carve their niche in this dynamic landscape. Here’s how:

  • Strategic Branding: Cross Creative goes beyond aesthetics; we dive into the core of your business to understand its essence. We craft brands that not only look good but authentically represent your values and resonate with your audience.
  • Comprehensive Design Services: Whether it’s designing eye-catching logos, creating cohesive marketing materials, or developing a user-friendly website, our design services cover all aspects of establishing a powerful brand presence.
  • Adaptability: In a growing community, staying relevant is crucial. Cross Creative’s adaptable approach ensures that your brand remains fresh, dynamic, and aligned with the evolving needs of Cumberland County’s diverse population.
  • Local Understanding: Being a part of Cumberland County ourselves, we understand the unique characteristics of the community. This local insight allows us to tailor designs that specifically appeal to the local demographic.

As Cumberland County experiences a surge in population and businesses, the importance of a strong brand presence cannot be overstated. Cross Creative stands ready to assist new businesses in navigating this growth, ensuring they not only keep pace but lead the way in establishing a distinctive and memorable brand presence in this thriving community.

Wild Waters, Wild Rebrand: The Adventure Company Makes a Splash

Cross Creative helps the Adventure Company navigate a rebrand.

The Adventure Company, a beloved white water rafting company in Colorado, came to us looking for a refresh. Their existing brand felt tired and didn’t capture the fun and playful spirit of their company culture. They needed a new logo, website, and supporting materials that would attract customers and reflect their unique selling proposition.

Cross Creative developed a unique logo to the Adventure Company

We started by conducting in-depth interviews with the Adventure Company team and their customers. We wanted to understand what made them special and what they hoped to achieve with the rebrand. We also researched the competitive landscape of Colorado white water rafting companies.

From our research, we learned that the Adventure Company was known for its friendly and experienced guides, its commitment to safety, and its focus on creating unforgettable experiences for its customers. We also learned that they had a strong sense of community and loved to have fun.

Based on our findings, we developed a new brand strategy that emphasized the Adventure Company’s fun and playful personality. We also wanted to create a brand that felt authentic and unique to Colorado.

The Adventure Company wanted to incorporate their tagline "Serious Fun Since 1987" into their brand graphics
The Adventure Company incorporated their acronym "TAC" into their brand graphics
The Adventure Company wanted a crest for their brand graphics
The "Drop" is the keystone element for the Adventure Company brand graphics

The Logo Redesign

The new logo is an evolution of the original logo. It keeps the water drop from the original logo, but it has a more playful and modern feel. The type treatment is bold and quirky, and it reflects the company’s fun-loving personality.

The Website Redesign

The new website is designed to be user-friendly and easy to navigate. It features large, high-quality photos and videos that showcase the beauty of Colorado’s rivers and the excitement of white water rafting. The website also has a strong focus on storytelling, with pages that share the stories of the Adventure Company’s guides and customers.

Supporting Materials

We also developed a new line of apparel and brochures for the Adventure Company. The apparel features the new logo and fun, adventure-themed graphics. The brochures are designed to be informative and engaging, and they provide potential customers with everything they need to know about booking a trip with the Adventure Company.

Cross Creative helped the Adventure Company with their drip… we mean apparel.
Cross Creative helped boost the user experience on the Adventure Company website

The Results

The Adventure Company’s rebrand has been a success. The new logo, website, and supporting materials have helped the company to attract new customers and to position itself as the premier white water rafting company in Colorado. The company has also seen an increase in employee morale and brand loyalty.

We are proud of the work we did on the Adventure Company rebrand. We believe that we have created a brand that is fun, playful, and authentic to the company’s values. We hope that the new brand will help the Adventure Company to continue to grow and thrive for many years to come.