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Craft3 is more than a financial institution; it’s a force for systemic change. Operating at the intersection of capital and opportunity, Craft3 provides accessible loans to underserved communities across the Pacific Northwest. When Craft3 sought a rebrand to reflect its evolving mission, they turned to Watson Creative for a comprehensive solution.
Craft3’s rebrand began with immersive workshops that engaged voices across the organization. From frontline staff to executives, Watson worked to understand the core values and aspirations driving Craft3’s mission.
What emerged was a clear narrative: Craft3 is not just about loans; it’s about empowerment. This insight shaped every aspect of the rebrand, from messaging to design.
Carl Seip, Craft3’s VP of Communications, highlighted the impact of this process:
"The intellectual curiosity of the Watson team stands out. They went beyond visual design to deeply understand who we are and who we’re trying to serve."
The new Craft3 brand is defined by flexibility and inclusivity. Watson developed a visual identity that could adapt to a variety of contexts, from marketing materials to employee welcome kits. The bold yet approachable design reflects Craft3’s dual role as a trusted financial partner and a catalyst for change.
One of the standout features of the rebrand is its versatility. Craft3’s patterns and visual elements have been used across mediums, including promotional items like playing cards. This adaptability ensures the brand stays fresh and relevant while maintaining consistency.
The rebrand has transformed how Craft3 engages with its community. From its updated visual identity to its empowering messaging, the organization now presents itself as a dynamic force for good.
Craft3 has successfully rolled out the new brand across digital platforms, marketing collateral, and community outreach initiatives. Feedback from partners and clients has been overwhelmingly positive, with many noting the clarity and confidence the new identity conveys.
"The flexibility of the new brand has been incredible. We’ve used it in so many ways—from our website to employee materials—and it always feels authentic and impactful," said Seip. Matt Watson, CEO of Watson Creative, reflected on the partnership: "Craft3’s mission is deeply inspiring. This project was about more than creating a brand; it was about amplifying their impact and ensuring their story reaches the right people. We’re proud to have played a role in their journey."
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
