WATTS 1874
THE STORY
When Paul Brucciani FCIIS set out to launch Cresco Consulting, his new cybersecurity marketing agency, he wanted a brand identity that would stand apart in an industry often dominated by heavy, tech-driven visuals (think padlocks and circuit boards). His vision was to lean towards the opposite end of the scale, focusing on organic branding that emphasised growth and authenticity rather than the traditional “brutal” cybersecurity motifs. Here’s how we brought that vision to life...
The name Cresco is rooted in the Latin word for “I grow,” which perfectly aligns with Paul’s focus on helping cybersecurity companies expand their reach. Additionally, given Paul’s Italian heritage (his surname, Brucciani), I wanted to subtly incorporate an Italian feel into the brand.
The tree motif resonates with Cresco’s core meaning of “to grow,” while organic shapes, free of harsh lines, lend warmth and accessibility to the brand. By choosing an olive tree specifically, we not only reference Paul’s Italian heritage but also draw upon the olive tree’s universal symbolism of peace and prosperity.
The name Cresco is rooted in the Latin word for “I grow,” which perfectly aligns with Paul’s focus on helping cybersecurity companies expand their reach. Additionally, given Paul’s Italian heritage (his surname, Brucciani), I wanted to subtly incorporate an Italian feel into the brand.
The tree motif resonates with Cresco’s core meaning of “to grow,” while organic shapes, free of harsh lines, lend warmth and accessibility to the brand. By choosing an olive tree specifically, we not only reference Paul’s Italian heritage but also draw upon the olive tree’s universal symbolism of peace and prosperity.