CRUEL exists to strengthen the connection between brands and the people who engage with them. We develop thought-provoking brand strategy and creative that reflects our clients, supports their goals, and reveals the value they offer to the world. Our approach to Branding prioritizes business-level objectives adding a greater strategic depth to our creative—no two brands are ever the same. Our process begins and ends with understanding client needs and their target audiences, allowing us to engage with those consumers through thoughtful experiences and ideas that move them to action. We live and breathe all of our brands, channeling our shared experience into our work, and telling every story—like it’s our story.

Services

Research and InsightsBrand StrategyBrand PlanningCommercial PlanningCampaign DevelopmentBrand Identity DesignGraphic DesignUser-experience (UX) DesignUser-interface (UI) DesignBrand Stewardship

As our multi-channel world continues to blend, integration between real-world and digital experiences will only become more vital for brands. At CRUEL, content is queen. We know the impact captivating media can have, but more than that, we know what it takes to create it. Our in-house capabilities allow us to deliver nimble and effective  content solutions — from concept development through to production — weaving narrative and the brand’s vision into every project. Additionally, CRUEL’s extensive network of producers, directors and collaborators ensure that we approach every brief with a tailor-made solution. There’s nothing more uninspiring than a cookie-cutter production, so we pick our partners based on their strengths and specialization within the industry. From omni channel content integrations to scaled commercial production, we energize the brands we work with and break convention wherever we can.

Services

Motion Graphics/AnimationCommercial ProductionEditorial PhotographyProduct PhotographyDigital Content ProductionProduction Management

Experience design has changed (this should come as no surprise). We believe people still want to discover and experience things for themselves, however, the landscape requires more nuance these days. Our Experiential offering has always been an area of our business that combines all of the mediums we work in; developing ideas, designing solutions, and bringing them to real-life (or a life-like digital form). Our new normal holds this integration at a higher premium now, with differing expectations from consumers on how they would like to, and feel comfortable, sharing experiences. Our approach to Experiential leverages tactile physical interaction to form memorable connections with a target audience, while blending meaningfully with the digital world, through thoughtful integration across channels. Ultimately, we strive to create unique experiences along a consumer’s path to purchase, connecting real-life marketing, measurable performance indicators and trackable conversion. Our evolved Experiential service offering also puts a great emphasis on strategic partnerships—whether activating programs in real life, direct-to-home or virtually. By partnering with high-profile brands, we are able to speak (through their trusted voice) to an established audience, adding a high-level of authenticity to our programs, in an agile and cost effective way. They help us add “one-of-a-kind” incentives to our programs, driving awareness, that can also be leveraged for conversion. Using key levers with our trusted partners allows us to create multi-channel, integrated solutions for Experiential.

Services

Strategic PartnershipsActivation Development and IdeationExperience DesignInteractive Product SamplingDigital and Physical Retail EnvironmentsInstallations & Pop-UpsEvent ProductionVirtual Integration