What CRU does

CRU GmbH is an independent brand consultancy headquartered in Berlin with a secondary office in Munich, founded in 2018. The firm combines four interconnected service disciplines — Brand Strategy (discovery, planning, architecture, positioning, go-to-market), Brand Storytelling (naming, narrative, messaging, tone of voice), Brand Design (visual identity, logotypes, custom typeface, design systems, collaterals), and Brand Experience (web design/development, motion, UX/UI, place branding, internal rollout) — into a full-stack offering for rebranding, refresh, and brand establishment projects. A specialized custom typeface and logomark practice further differentiates the firm, with named examples spanning Korculaia, Tset, Merantix AG, Symbio, Ultramarin, Valuecase, and others.

CRU operates a lean team of 16 branding experts under a sales-led, direct-engagement model where clients book calls and receive personal liaison throughout engagements. The firm targets technology, fintech, AI, SaaS, medtech, consultancy, and consumer-vertical clients, with named logos including Trade Republic, G2K, Merantix AG, BIT Capital, AI Campus, Zenta Solutions, and Plan-B Net Zero. Over 8 years the agency has completed 100+ brand projects. Marketing is conducted through a content platform (Zine), LinkedIn, Instagram, and selective external publishing.

The business is privately held by co-founders and managing directors Lasse Giese (Co-Founder and Creative Director) and Jan Erlinghagen (Managing Director), with no disclosed institutional investors, funding rounds, or parent holding company. Revenue is generated through project-based professional services fees; no public pricing is available and revenue is not publicly disclosed. Operations are concentrated in the DACH region. A legal trademark search partnership with BRP Renaud supports the agency's naming work.

Name

CRU

Legal name

CRU GmbH

Website

https://madebycru.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

CRU GmbH is an independent Berlin-based brand consultancy combining strategy, storytelling, design, and implementation for tech, fintech, AI, and SaaS clients. A lean team of 16 has delivered 100+ brand projects since 2018, with a specialized custom typeface practice.

Ownership category

akta.pro rank

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Branding Consultancy Services: Professional branding agency services including brand strategy, storytelling, design, and implementation. Project-based engagements for rebranding, refresh, and establishing brands.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

CRU is an independent brand consultancy that combines brand strategy, storytelling, and design to build and establish brands. Core services span Brand Strategy (discovery, positioning, go-to-market), Brand Storytelling (naming, messaging, tone of voice), Brand Design (visual identity, logotypes, typeface design, design systems), and Brand Experience (web design, motion, UX/UI, internal rollout). Projects include rebranding, brand refresh, and market entry engagements for tech, fintech, and professional services clients.

Product overview

CRU is an independent brand consultancy offering a comprehensive suite of branding services. The company combines brand strategy, storytelling, and design to help clients build and establish extraordinary brands. Their core service offering consists of four interconnected disciplines: Brand Strategy (discovery, planning, architecture, positioning, go-to-market), Brand Storytelling (naming, narrative, messaging, tone of voice), Brand Design (visual identity, logotypes, typeface design, design systems), and Brand Experience (web design, development, motion, UX/UI, place branding). Additionally, CRU specializes in custom typeface and logomark creation, having developed bespoke typography for clients across various industries. The agency was founded in 2018 and operates from Berlin and Munich.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy Strategic consulting service including Brand Discovery, Brand Planning, Brand Architecture, Brand Positioning, and Go-to-Market Strategy to help clients identify market opportunities and define their brand direction.
• Brand Storytelling Narrative development service covering Naming, Brand Storytelling, Value Proposition, Messaging, Tone of Voice, and Corporate Language to shape how brands feel, think and behave.
• Brand Design Visual identity creation service including Visual Identity, Logotypes and Brand Marks, Typeface Design, Design System, Brand Collaterals, Digital Brandbooks, and Art Direction.
• Brand Experience Brand implementation service covering Web Design, Web Development, Motion Design, Brand in Product, UX & UI, Place Branding & Wayfinding, and Internal Brand Rollout.
• Custom Typeface Design Bespoke typeface and logomark creation for clients, including custom display typefaces and custom numerals. Examples include Korculaia, Tset, Careville, Merantix AG, LA MÆSON, Monsoon, Ultramarin, Valuecase, Symbio, Bourben, and G2K Group.

Quantifiable outcome

• Over 100 companies helped to rebrand, refresh and establish their brand in 8 years
• +3 more outcomes

Named customers21 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• BRP RenaudcoreImplementation/ SI/ Consulting PartnerLegal partner for trademark searches in naming process. Searches all copyright, trademark, and corporate registers in markets relevant to clients. Creative ally providing suggestions and alternatives for naming solutions.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• KMS Team: Munich-headquartered brand and design consultancy providing brand strategy, corporate identity and brand experience. Directly comparable to CRU on geography (Munich office overlap), boutique scale, and end-to-end branding service model.
• Heimat: Berlin-based creative agency (part of TBWA network) working across brand strategy, campaign development and design for German enterprise and tech clients. Comparable on Berlin footprint, tech/enterprise client base, and integrated brand-and-campaign offering.
• Scholz & Friends: Hamburg-headquartered creative agency group offering brand strategy, design and integrated communications. Comparable on full-service branding scope and German-market enterprise client base, though larger scale and network-affiliated.
• Strichpunkt: Stuttgart- and Berlin-based independent brand and design agency offering brand strategy, corporate design and digital brand experience for enterprise clients. Closest direct peer to CRU given similar independent positioning, comparable service mix (strategy, identity, digital) and German-market focus.
• Jung von Matt: Hamburg-originated creative agency with strong presence across Germany and Europe, working on brand strategy, identity and integrated campaigns. Directly comparable on German-market enterprise and tech work, with overlapping service lines but at substantially larger scale.
• Pentagram: Global independent design partnership with offices across major markets, offering brand identity, strategy and design. Comparable as an independent, partner-led brand consultancy with design-forward craft, including typeface and identity work analogous to CRU's bespoke typeface capability.
• Kolle Rebbe: Hamburg-based independent creative agency focused on brand strategy, storytelling and integrated brand experience for German enterprise clients. Comparable on independent positioning, narrative-driven brand work and German-market enterprise focus.
• Meiré und Meiré: Cologne-based independent creative agency specializing in brand strategy, identity design and brand experience. Comparable on independent, craft-led positioning and German-market enterprise client base, with similar project-based service model.
• Serviceplan Group: Munich-headquartered integrated agency group combining brand strategy, design, digital and communications under one roof. Comparable on Munich presence, breadth of brand and experience services, and German enterprise client base, but operates at network scale.

Broad incumbents

• Landor & Fitch: Global brand consulting and design firm (part of WPP) operating across brand strategy, identity, architecture and experience at enterprise scale. Comparable on end-to-end brand strategy and identity work, but operates as a broad incumbent in the same category as CRU's boutique offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/madebycru
• Instagraminstagram.com/madebycru

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CRU