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Crux was named after the founder’s father, who established Crux Consulting in the early 2000s with a focus on finance. An avid mountain climber, he was inspired by the idea of “the crux” - the most challenging part of a climb. It’s not always at the summit, but once overcome, the rest of the ascent opens with clarity and momentum.

That same principle holds in business and design: the crux is the heart of a challenge, the pivotal moment where progress hinges on insight, creativity, and courage.

Finally, Crux nods to the stars - specifically, the Crux constellation - which serve as a navigational anchor and a symbol of direction, purpose, and perspective.

Today, Crux Design Studio carries forward this spirit: helping clients navigate complexity to reach clarity, unlock potential, and move boldly forward.

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