Blaze

Donny Flynn and I worked together at Census. When he founded his own company, it only made sense to partner up on his new venture. I worked with Donny, alongside CMO and co-founder, Noelle to establish a the new brand for Blaze.

From the first worry to the weight of day-to-day care, Blaze is a caregiving navigator built for you and the person you’re caring for. You know your person. Blaze knows the system. Blaze gives you the answer and what to do next in plain language. Blaze is beside you across the whole journey, so you’re never alone.

The first step was establishing the name and core brand strategy that would unlock everything else. We landed on Blaze being a Prometheus archetype, a fire-bringer: the combination of a Sage and Outlaw, breaking rules for the good of the populous. But this comes with friction in the end-of-life and caregiving space. The resolution is in positioning, voice, tone, and delivery of messaging.

The mark embodies blazing, as a trail, a bit of flame, and an abstract tree.

Color is punchy and vibrant. We built strategy that doesn’t shy away from truth so naturally we reflected color in the same fashion: high contrast, high saturation, no nonsense.

Typography plays a much more utilitarian role. Parry is a family of sans and serif subfamilies. Each can be used interchangeably to create a richer, more dynamic typographic texture while being easy to use for non-designers. Parry requires little effort while still maximizing brand potency.

See it live at blaze.care.