Spruce
BRAND
THE TEAM
Jackie Kinney, Doug Crimson, Mike Stough, Alison Mickey
Spruce Finance was a GV-backed B2B fintech startup formed in 2015 through the merger of two solar and energy efficiency fintechs, Clean Power Finance and Kilowatt Financial. It’s main focus was offering residential energy efficiency and solar finance products to homeowners and businesses. This was achieved through a channel partner network via a SaaS based app, Spruceflow.
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
