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Jaye.

Visual identity / 2026

An open invitation
to get out there.

Brand strategy and a distinctive visual world for an app that helps people find their next experience.

Life is better experienced.
Jaye custom rounded wordmark

Find your next
experience.

Open Invite / Brand direction A
A sunlit social gathering used as atmosphere inspiration for the Jaye identity.
A little time.
A good idea.
Project
Jaye experience discovery
My role
Brand strategy, visual identity & art direction
Deliverables
Identity, app concepts,
campaigns & guidelines
Stage
Brand exploration
Open Invite recommended

01 / The thinking

More possibilities. A broader identity.

Jaye helps people discover places and activities worth making time for, starting in Nigeria. The existing product had grown beyond its original date-planning premise: personal interests, saved places and discovery with a partner opened up a much broader idea of a good day out. Its identity needed to express that possibility.

The challenge was to feel equally inviting to someone exploring alone, a couple making plans, or friends looking for inspiration, while keeping the product clear and easy to use.

From a product audit to a complete visual language.

My work covered brand positioning, three visual directions, custom logo development, colour and typography, product-screen concepts, campaign art direction and the brand guidelines.

I began with the existing app, keeping its familiar blue and useful discovery features as a foundation. I then explored three distinct personalities against the same brief, carrying each through the wordmark, app icon and interface before recommending a direction. This made the decision about how the whole brand behaves, rather than the logo alone.

02 / Creative exploration

One brief.
Three personalities.

Each route explored a different way to make discovery feel desirable, from playful openness to editorial calm and cultural energy.

A / Open InviteJaye Open Invite wordmarkWarm. Open. Everyday.

Recommended direction

Open Invite

Rounded custom lettering and a familiar blue, softened with apricot and sunshine. A friendly invitation that works for time alone and plans together.

B / Well SpentJaye Well Spent wordmarkQuiet. Considered. Refined.

Explored direction

Well Spent

A sculpted serif and generous space make discovery feel thoughtful. An elegant route, with a greater need to avoid feeling exclusive or expensive.

C / City RhythmJaye City Rhythm wordmarkExpressive. Local. Energetic.

Explored direction

City Rhythm

Cut letterforms, cobalt and citrus bring the energy of a city noticeboard. Distinctive in campaigns, with a bolder rhythm to manage in the app.

Why Open Invite

A broad audience.
A simple, welcoming gesture.

Open Invite offered the best balance of warmth, recognition and everyday usability. It builds on the product’s existing blue, while the custom lettering and warm accents give Jaye a personality of its own.

The recommendation came from a structured design comparison across seven criteria, including strategic fit, distinctiveness and usability. Audience validation is the next step.

03 / The recommended identity

Built around
an open invitation.

The open J is the starting point: a confident, rounded gesture that carries from the full wordmark to a recognisable app symbol.

The primary Jaye wordmark in discovery blue, with generous clear space.
Custom lettering. An open J. Room to breathe.
Jaye app icon artwork: the white open J on a blue square, shown with presentation corners.
One gesture, at every scale.
Discovery blue#1B6EF3
Midnight#10213A
Apricot#FF805E
Sunshine#FFE088
Warm canvas#FFF9F0

Plus Jakarta Sans

Good days
start with
one idea.

A friendly voice.
A useful system.

Bold headings bring energy. Clear labels and generous spacing make the interface easy to read. Blue anchors the brand; apricot and sunshine add warmth without overwhelming the experience.

Behind the expression are practical rules for colour contrast, logo clear space, type hierarchy and accessible controls.

04 / Brand meets product

An experience for
every kind of day.

The identity was explored across four everyday product moments, keeping functional navigation calm and the brand voice encouraging.

Jaye interest selection concept with art, outdoors, coffee, music, games and food choices.
01

Start with what you love

Interest choices give personal discovery a warm, conversational beginning.

Jaye discovery concept showing Tunde Odunlade Art in Ibadan, with the entry fee marked to confirm.
02

Make discovery feel easy

Clear filters and real venue photography put the next idea within reach.

Jaye two-person shared discovery concept showing common interests and saved venues.
03

Find common ground

Shared interests and places saved by both people bring two planning partners together.

Jaye empty result concept reading Your next idea is still out there, with clear filters and browse places actions.
04

Keep the invitation open

Even an empty result feels encouraging, with clear ways to explore again.

Illustrative interface concepts with sample names and preferences. Shared discovery shown here connects two people. Venue prices remain unconfirmed where information is incomplete. Photography credits ↗

05 / Out in the world

A little time.
A good idea.

A consistent campaign system makes room for different experiences. Candid photography, short invitations and a confident blue frame connect quiet escapes, shared moments and cultural discovery.

Jaye blue social campaign with a garden walkway and the headline A little time. A good idea.
01 / A moment for yourself
Jaye blue social campaign featuring a social gathering in a sunlit restaurant.
02 / Time well shared
Jaye blue social campaign featuring the colourful Tunde Odunlade Art and Culture Connexions interior in Ibadan.
03 / Something to discover
Jaye landing-page concept with the headline Find your next experience, a blue exploration button and warm social photography.
From the app to the first impression.Landing-page concept

The garden and restaurant photographs set the mood; they are not presented as Nigerian venues. The cultural campaign features the Tunde Odunlade Art and Culture Connexions in Ibadan. View image credits ↗

06 / The handoff

More than a mark.
A system to build on.

The exploration became a coherent brand package: original vector artwork, app-icon assets, social campaigns, interface concepts, reusable design components and documented colour and type rules.

Open Invite is the recommended direction for review. The next step is audience validation and a dedicated integration into the app. This case study presents the design work and handoff, ahead of that rollout.

  • 32presentation boards
  • 10reusable design components
  • 10pages of visual guidelines
Read the brand guidelines

PDF · 10 pages · 5.7 MB · opens in a new tab

Photography & asset credits

Brand strategy, identity and layouts are presented as Jaye design work. Photography is credited to its original creators. Images have been resized or cropped for this presentation.

Back to the case study ↗