BFJ is a financial trading company involved in financial market research, transaction analysis, risk management and fund management. Having 10 years of industry experience, as well as the rapid development of enterprises and business expansion, BFJ urgently needed a new visual system. The goal is to re-establish the brand’s public image according to its market positioning, and BFJ collaborated with Nexty for its new branding.

Reflecting on the background and experience of its founder, and accounting for the industry’s nature and market orientation, Nexty concentrated its focus on the “Aurora” as its main brand concept.

As a consideration, Nexty wanted to express the “lucky”, “beautiful” and other symbols relating to an aurora. Its continuous “changes”, “opportunities” and other qualities correlate well with the financial market. Another influencing factor taken into account was that the founder lived and studied in the Nordic region. By integrating the concept into the brand’s logo, its association and recollection could be enhanced. The colour combination of blue and green brings to the forefront the features of the financial market, as well as the imaginative visual expression.

Branding is supposed to be exclusively unique. In addition to the consideration of the market positioning and strategy of the enterprise, a deep narrative for the founding of the business gives the brand a more exclusive image.