Brand work for Boofi, DeFi platform

We are working on visual direction, motion and animations

So cute! Love it!

DockTail approached me with a fun idea: make us look nothing like what we do.

As strange as it sounds, I think this is one of the most exciting creative challenges. When branding a business, the primary objective is usually to communicate what it does. But what happens when you deliberately take that away?

After a few days of brainstorming, experimentation, and using Curative Intelligence, I arrived at these two concepts.

One is ALL CAPS, the other is all lowercase. Both carry the same personality, but express it through two entirely different approaches.

Now I'm curious: Which one do you like more?

Second one!!