Blue Jay Wireless connects the underserved population with free and/or affordable mobile phones and plans. Fame approached the identity with a sense of whimsy, modernizing the look with a highly stylized blue jay and playful graphic system of icons and ownable shapes. The refresh gave the brand an exceptionally approachable appeal, removing any intimidation factor consumers might feel walking into a Blue Jay store or speaking with a rep at an event. Bold, bright colors and a warm, friendly typeface complimented the graphic approach, helping to differentiate the brand within the crowded mobile space.
Blue Jay is in the process of rolling out the new branding across all channels.