The challenge: As Blackbullion is both a B2C and a B2B brand, working with universities as well as with the students it needed to know when to be serious and when to look playful.

The mission: We help young people develop financial skills for life.

The vision: Embedding engaging and effective financial education at every point where people and money intersect on campus, and beyond.

Black represents our desire to ensure anyone has the ability to be in the black. After all, ability to control our finances gives us a degree of control over our life and mastery over our destiny.

Bullion is the purest form of value much as education is both the ultimate value and the purest form of wealth.

The asterisk represents the small print. Knowing there is almost more to learn and explore and that the small print is often where you find the most interesting information — if you put in the work.

The bespoke wordmark is a blend of two typefaces: Mont and Futura. The visual element (an asterisk) is derived from the letter stems of the wordmark. The entire logotype features repeating forms and similar elements.

A design system that reflects Blackbullion’s unique balance of structure and flexibility. Using 30° and 150° diagonal lines, the system can flex and adjust. This responsive, functional design creates structure in any format, on any platform. Layout and hierarchy can be restructured nimbly and efficiently. Each element works in harmony with the others. We use layout and bold titles not just to convey messages, but to imply space.

We identified where Blackbullion could stand out and created a flexible design system that would separate Blackbullion from its competitors.