Spruce
THE TEAM
Jackie Kinney, Doug Crimson, Mike Stough, Alison Mickey
Spruce Finance was a GV-backed startup formed in 2015 through the merger of two solar and energy efficiency fintechs, Clean Power Finance and Kilowatt Financial. As Spruce’s first creative leader, I worked with my team and Marketing to name the company and build its brand from the ground up—developing the logo, color palette, typography, brand guidelines, and website in just a few months.
spruce /sprōōs/
noun: spruce; plural noun: spruces
a widespread coniferous tree that has a distinctive conical shape and hanging cones, widely grown for timber, pulp, and landscaping.
verb: spruce; spruces; spruced;
make a person or place smarter or tidier.
“the fund will be used to spruce up historic buildings”
synonyms: smarten (up), tidy, neaten, declutter, order, clean,upgrade, renovate
