Tech company Quickbase has a very tight-knit and enthusiastic user base. They asked us to explore names and complete visual identities that would recognize and establish this unique community, engage and motivate users to be advocates, and attract new members from across the industry. Our thinking was to approach the conceptual process for this project as if it were a lifestyle brand. The Quickbase Qrew is a hybrid online and real-world community where users interact and network socially, share insights and tips, and are encouraged to earn recognition for being brand advocates. They collect virtual badges to earn promotions in rank, which are represented proudly at industry events with special insignias and all kinds of branded swag. But more than that, members truly identify as Qrew and have built a culture of their own, all based on Quickbase’s products.