My role
I led the creative direction, art direction, and design, overseeing every asset and defining the brand’s visual expression.

Project information
Blue was created to help brands build and protect what matters most today: their reputation. The agency operates at the intersection of four core pillars that define modern perception, ESG, Diversity Inclusion and Belonging, Positive Impact and Employee Advocacy. These pillars shaped the strategic foundation of the brand and set the tone for its positioning in the market.

I created the tagline Brand Reputation Storytellers as a way to crystallize Blue’s mission into a single idea. The phrase became the conceptual anchor for the entire identity system, emphasizing that storytelling is no longer a creative accessory but a reputational tool that shapes how brands are understood, trusted and followed.

With that North Star in place, the visual identity explored a typographic language that felt contemporary, editorial and unmistakably narrative driven. Expressive lettering, generous white space and text focused layouts worked together to reinforce the idea that every brand has a story worth telling. The electric blue color became the brand’s signature, chosen for its boldness, allowing Blue to stand out in both digital and print environments.

On digital platforms the brand unfolded through typographic animations and responsive compositions that highlighted key statements with intention. The movement of typography mirrored the act of storytelling itself, turning Blue’s website and social channels into living spaces designed to shape perception and spark connection.

The combination of a strong conceptual tagline, precision typography and a confident color world created an identity that feels sophisticated, credible and culturally aware. It expresses Blue’s mission to transform strategy into story and to help brands navigate a world that increasingly rewards authenticity, responsibility and positive impact.

Credits
Motion Design: Nathan Ezahya

Year
2021