CRU (formerly The Crusaders Union of Australia) reaches over 2,500 young people each week through its camps and Christian ministry in Independent schools.

Crusaders operate two campsites near Sydney – the Galston Gorge Conference and Recreation Centre and the Lake Mac Outdoor Recreation Centre at Lake Macquarie.

Our challenge was to create a new brand identity for CRU which strengthened existing brand loyalty as well as warmly invited engagement from new audiences and to reflect the vision and brand values of CRU. Working closely with Michelle Farrall, brand strategist, we established a list of CRU’s core brand values.

The simple wordmark utilises letterforms to tell a story: the ‘R’ is nurturing and the ‘U’ points heavenward.