BVNK
Client
BVNK
Year
2024
Category
Fintech payments
Type of Work
Research
Branding
Graphic design
In Q1 2024, BVNK embarked on a bold journey to redefine their brand, aiming to communicate fresh values that would position them uniquely within their industry. While their existing brand was already vibrant and disruptive, the new direction was about more than just standing out—it was about carving a distinct identity grounded in the following brand pillars:
As BVNK looked to position stablecoin payments at the heart of its core offering, the ambition was clear: become the market leader in digital payments by enabling seamless on- and off-ramping between stablecoins and fiat. To support this strategic pivot, the brand needed to evolve — to feel modern, trustworthy, and built for scale.
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The challenge:
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While our existing identity, developed in collaboration with Set/Reset in mid-2023, was bold, disruptive, and visually striking, it no longer aligned with the direction we were heading. The saturated colour palette and dominant black backgrounds felt out of step with our emerging values: transparency, maturity, and trust.
Exploration Phase 01: Establishing a New Foundation
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The first step was to remove the heavy black backdrop and introduce a warm off-white. This simple shift immediately brought clarity, calmness, and a sense of openness — crucial in establishing trust in a fast-evolving fintech space.
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Exploration Phase 02: Evolving the Visual Language
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Working closely with Set/Reset, we refined our graphic system — blending previously separate patterns and gradients into a cohesive visual flow. I softened the original colour palette, introducing gentler gradients that retained our brand’s energy while improving legibility and visual comfort. The result was a more mature, approachable look that felt aligned with our mission and messaging.
Refinement: Building for Scale
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With a refined visual identity and clear creative direction, I began scaling the system across all brand touchpoints — ensuring consistency, flexibility, and impact across everything from investor decks to product UI and marketing campaigns.
