TLDR:
Hex collaborated with Black Jays, a venture capital firm, to create a new brand identity inspired by the concept of “subtle chaos” in family life. The design includes playful yet subdued elements, such as a refreshed logo, expanded color system, and unique typography pairings. Illustrations by Jonathon Calugi and photography by Marcella Winograd complement the brand’s visual identity, which aims to convey a sense of harmony and balance.
On the whole, our society doesn’t spend a great deal of time celebrating financiers. In movies, for instance, they’re more likely to be the hero than the villain. Indeed, in real life, even those who helped the movie get made aren’t exactly celebrated. There’s no Oscar, after all, for producers. Without these individuals and companies, it would be exceedingly difficult for most businesses to grow and develop. Yet most work quietly behind the scenes, with few people knowing their names. Take Black Jays: a New York-based venture fund investing in consumer companies that are “building the future of the family” in fields such as dental care, pet care, education, and family investments.
Black Jays turned to Hex, a design and brand-building practice, to help them promote and visualize their vision. Hex created a playful yet subdued identity for Black Jays, inspired by the unique elements that make families special. Their work included refreshing the brand’s logo, expanding the color system, and using typography that balances readability with a touch of elegance.
The new brand identity for Black Jays, created by Hex, aims to capture the essence of family life through its design elements. The collaboration involved utilizing illustrations by Jonathon Calugi and photography by Marcella Winograd to create a cohesive and visually engaging brand experience.
