Blueway Financial Partners of Raymond James®
Role: Primary Designer, Production Designer
Thinkbox Creative, May 2015
Formerly called Vander Weele Stewart Group of Raymond James, this division of Raymond James was looking for a new identity, and tasked Thinkbox Creative with generating a new name and conceiving a new brand that was reflective of their values of ownership, inspiration, empowerment, trust, and stewardship. The name needed to communicate how the Vander Weele Stewart Group is dedicated to partnering with its clients along their financial journey, and it also needed to have a story of origin behind the meaning of the name.
The name "Blueway" was created to convey fluidity, opportunity, accessibility, and guidance. By definition, a “blueway” is a path of water or a trail that has already been navigated and provides trail markers for future journeyers. Similarly the Blueway team has navigated a variety of complex financial situations, and they are committed to being a trusted financial guide to both individuals and institutions.
Shades of the color blue were chosen because not only is blue associated with water, subtly bringing to mind West Michigan and its many lakes and waterways, but also because blue represents feelings of trust, security, and order, which essential attributes of a reputable financial company. The square icon above the name was designed to represent a trail marker along a blueway path. Additionally, both the name and the color pair well with the Raymond James® brand.
Brand Usage Guide
