Branding / Blue Ocean Loyalty

One idea, three media: brand identity, website and animated films for Blue Ocean Loyalty

Industry

Loyalty & Payments Technology

Geography

Zurich · Dubai · London

Services

Brand Identity · Website · Animated Video

Brand mockup from the guidelines. Four posters, one system: the prism logo, its blue-to-green light and the shapes cut from it carry every message.

48pages of brand guidelines

6facets in the prism logo

13colours in three tiers

3disciplines, one studio

Blue Ocean Loyalty builds payment-linked loyalty for brands: rewards that are earned through the payment itself, funded by merchants. Its products include Destination Rewards and a white-label Loyalty-Embedded Payments platform for banks, retailers, airlines and tourism boards.

It came to us for a brand identity, a website, and animated films to explain its products. We started with the brand and let it make the decisions for the rest.

Client: Blue Ocean Loyalty
Industry: Loyalty and payments technology (fintech)
Geography: Offices in Zurich, Dubai and London
Audience: Banks and card issuers, retail brands, airlines, tourism boards and telecoms (B2B2C)
Services: Brand identity design, website design and build, animated explainer videos
Deliverables: Prism logo, colour and type system, design system, stationery and 48-page brand guidelines; blueoceanloyalty.com on a custom WordPress theme; 2D animated explainer films
Language: English
Website: blueoceanloyalty.com

Part one · The identity

A North Star, seen through a prism

The logo puts two ideas in one shape. A North Star, the light navigators steer by, sits inside a hexagonal prism that refracts it.

The prism's six facets stand for the many sides of loyalty. Its blue reads as trust and its green as growth, and its see-through, overlapping layers stand for partners working together. The geometry opens outward, toward room beyond crowded markets, which is what a blue ocean means.

The guidelines set the personality as half Creator, half Sage: inventive, and an expert worth listening to.

The primary logo: the prism and a stacked wordmark.

Shapes cut from the prism become the layout system.

Brand mockup from the guidelines: a large-format billboard in the light-ray motif.

Colour

Blue for trust, green for growth, accents used sparingly

Four primary colours lead: Royal Blue, Deep Navy, Bright Blue and Emerald Green. Six secondary blues, cyans and mints add depth to backgrounds and illustrations. Three accents, Lavender, Coral and Golden Yellow, are kept for highlights.

The guidelines fix the balance, mostly primary, and the contrast rules for text, so the palette stays readable as well as on brand.

Typography

Two web typefaces, and a fallback for every inbox

DM Sans sets headings and Inter sets body copy, on paper and on screen.

Where brand fonts cannot load, in PowerPoint, email or a locked PDF, the guidelines name Calibri and Segoe UI as the stand-ins, chosen for proportions close to the brand type.

The system in use

Posters, social and print from one set of rules

Every image here is a brand mockup from the guidelines, not a placed campaign.

Lightbox posters, with photography inside the prism shapes.

Part two · The website

A new kind of loyalty, explained in one line

blueoceanloyalty.com had to introduce loyalty that lives inside the payment, a model many buyers had not seen named. The homepage opens on one line, Loyalty Embedded in Every Payment, set in the brand's blue-to-green gradient, over a strip cut from our explainer film.

We designed and built the site on WordPress, with a custom theme and content blocks drawn from the identity: its colours, DM Sans and Inter, the prism and the light rays.

Since launch we have kept adding to it, including a page for Loyalty-Embedded Payments, an Alliance page for partners, and articles.

Inside the site

Five stretches of the live site, one visual system

Screen recordings of the live site, 8 November 2026. The words are Blue Ocean Loyalty's own; the visual system they sit in is the identity's.

Three products, one card each: Daily, Social and Destination Rewards.

On a phone

The same argument, re-stacked for a small screen

On a phone, every section stacks in the order it has on a desktop, so a buyer reading on the move still gets the whole argument.

Part three · The films

Two animated films, about 90 seconds each

Both are 2D animated explainers we made for Blue Ocean Loyalty, published on its YouTube channel. Introducing Loyalty-Embedded Payments follows Ryan, a brand manager, from the checkout to a network of partner offers. Destination Rewards follows a traveller through a city, earning rewards as he pays. Each closes on the Blue Ocean Loyalty logo.

Introducing Loyalty-Embedded Payments, 1:25.

Destination Rewards, 1:30.

Destination Rewards: offers appear as he walks past the shops.

Design that compounds

Decide the idea once, then let it do the work

The brand decided first

The prism, the gradient and the type were set out in the guidelines in April 2025, and the website was built from them.

The website inherited it

The site uses the brand's colours, type, prism and light rays, so it never needed a design language of its own.

The films carried it further

Both films close on the logo, and a strip from one of them opens the homepage, so the story and the site meet.

Can one studio design our brand, our website and our explainer videos?

Yes, and it saves you from briefing the same idea three times. Blue Ocean Loyalty's identity came first; the website and the films were built from it. See our branding services, UI/UX and website design and animated explainer videos.

What is in a brand identity for a fintech company?

For Blue Ocean Loyalty: a logo with a stated meaning, primary, secondary and accent colour palettes with contrast rules for text, two web typefaces plus system fonts for PowerPoint and email, social and app icons, a design system of shapes cut from the logo with layouts for 9:16, 1:1 and 2:3 formats, stationery, and 48 pages of brand guidelines.

How do you keep a website on brand after launch?

Build it from the brand's own parts. Blue Ocean Loyalty's site runs on a custom WordPress theme whose content blocks already carry the brand colours, type and shapes, so a new page, such as the Alliance page added later, starts on brand.

Do you work with companies in Switzerland, the UAE and the UK?

Yes. Blue Ocean Loyalty has offices in Zurich, Dubai and London. The work runs on video calls and a shared feedback sheet, where each change is raised, fixed and signed off before it goes live.

For the record

Blue Ocean Loyalty brand identity, website and films: the facts

WowMakers designed the brand identity for Blue Ocean Loyalty, a loyalty and payments technology company with offices in Zurich, Dubai and London, then designed and built its website, blueoceanloyalty.com, and made animated explainer films for it. The identity, set out in 48 pages of brand guidelines in April 2025, is a hexagonal prism logo that refracts a North Star, with a blue-to-green colour system, DM Sans and Inter type, and a design system of shapes cut from the logo. The website runs on WordPress with a custom theme built on that system, and has grown since launch with pages for Loyalty-Embedded Payments and the Blue Ocean Loyalty Alliance. Two of the films, Introducing Loyalty-Embedded Payments (1:25) and Destination Rewards (1:30), are published on Blue Ocean Loyalty's YouTube channel. WowMakers is a strategic design partner, designing since 2011.

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