Bluestone

Client: Bluestone

Project: Branding, Logo Design

Bluestone, a leading non-bank lender in the financial mortgage market, wanted to refresh their brand, logo, and image after the Asia-Pacific division of the business was acquired by a private equity firm and separated from the global brand.

The goal was to capitalize on the strength, successful track record, and brand recall of the Bluestone brand among mortgage brokers, while allowing this newly-structured Bluestone brand to strike out on its own. Marketing to this particular market is highly competitive, and Bluestone needed to be able to stand out from the competition. This task was also challenging as the Bluestone branding was similar to the Australian Financial Services brands.

#TeamVCS took on the challenge head-on by studying the branding elements of Bluestone as well as industry competitors, in order to find a balance and synergy that would fit well with Bluestone's new brand objectives. We explored branding styles, font types, and color palettes that would allow Bluestone to take its next step in its business while conveying credibility and seriousness of tone, as well as evoke consumer trust.

Logo GIF

Branding Exploration - Option 1

Branding Exploration - Option 2

Branding Exploration - Option 3

Other Mockup Design