2021

Bluejay.Finance: Branding

Bluejay Finance is a Singapore-based fintech venture focused on unlocking access to fixed income opportunities through blockchain and real-world asset tokenization. The brand was designed to convey stability, trust, and innovation — aligning with the company’s mission to make institutional-grade financial products accessible to a wider audience.

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The branding work involved developing Bluejay’s first visual identity, including its logo, color system, and brand direction. The logo takes inspiration from the Bluejay bird — symbolizing clarity, intelligence, and freedom — rendered in clean geometric forms to reflect precision and modern finance. The visual palette combines calming blues with contemporary gradients, expressing both reliability and progress. Together, these elements establish Bluejay Finance as a forward-looking brand that bridges traditional finance with digital innovation.