BlueBenx

Case study

BlueBenx

BlueBenx is a fintech specialising in cryptocurrencies that needed to explain a complex subject clearly in a country with low financial literacy. BRBAUEN created the positioning and brand identity, with a double-'B' symbol drawn from the concept of leverage and a visual system that conveys security and stays coherent from the digital account to the rewards programme.

About

Brand Identity Project for a fintech specialist in cryptocurrencies.

The great stimulus of this project was to design a brand identity that presents the subject clearly and simply in a country where financial education is neither developed nor popularised. To better understand the identity to be developed, we created a portrait of the Bluebenx investor profile through research, so that the brand image connects with the brand's main public personas — from knowledge to relationship with Bluebenx. The central idea was based on building an explanatory, didactic communication that conveys the necessary security and is easily assimilated.

BlueBenx
Client
BlueBenx
Year
2022
Sector
Technology
Services
Posicionamento de MarcaIdentidade de MarcaDigital Design SystemApp DesignIconografia

Abordagem

Approach

We took the concept of leverage into the brand's narrative, using a physics approach to draw its symbol: from arithmetic spiral to elastic force concepts, the Bluebenx symbol was mathematically designed to resemble a double "B", referencing the company name and — above all — representing the leverage cycle made by the brand's investment services. For the logotype and institutional typography, we considered a modern, intuitive and simple language. We were guided especially by the brand's greatest asset: its presence in digital media (apps, mobile phones, screens). The identity had to behave consistently across the company's different fronts: its digital account, investment products, rewards programme, Exchange, and more.

BlueBenx

Titulo

A Visual Metaphor

BlueBenx
BlueBenx
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BlueBenx
BlueBenx
BlueBenx

Impact

↓Complexity explainedTo talk about crypto in a country with little financial education, communication was designed to be explanatory and didactic — built on research into BlueBenx's investor profile and personas.
↗Security perceivedClarity and simplicity in the service of a single perception: that it is safe to invest here.
↑Coherence across every frontAn identity that behaves the same in the digital account, the investment products, the rewards programme and the exchange — designed for screens, where the brand lives most.
→Leverage as a symbolFrom the arithmetic spiral to elastic force: the double "B" was drawn mathematically to represent the leverage cycle of the brand's services.

Recognition

Team

Design DirectionRodrigo F. Pereira
Research & StrategyLuís Feitoza
MotionTed OliverEduardo França
Design DevelopmentRodrigo F. PereiraLuís FeitozaEduardo FrançaTed OliverArthur AbreuAntônio DellatoreFelipe Carneiro
BlueBenx TeamRoberto CardassiWilliam BatistaJuliana ColognesiTabata AmaralMarcos Issler

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