A gateway to all things crypto, Jaxx is one of the world’s most popular cryptocurrency wallets. During a rebrand of their parent company Decentral, we took on rethinking the Jaxx brand to reflect the new company’s visual direction. The refreshed Jaxx identity would need to differentiate it from the increasingly competitive blockchain wallet market, making it stand out and continue to lead the charge.
With its brand refresh, Jaxx set out to become something greater than what it had been before. By embracing a more approachable, friendly and inclusive aesthetic and tone, they defined themselves as a cryptocurrency company for humans, for real people, and for everyone. Their visual language shifted into a brighter and more playful space, using soft forms and vibrant colours that felt unique to the industry. To complete the refresh we coined the phrase “Empowered by Jaxx”, using it to tie everything together. With its new identity and positioning, Jaxx became more than simply a financial tool; it became a way to improve people’s lives by amplifying them and putting the power in their hands.