YELAY

2024

BRAND / NAMING / CONTENT DESIGN / REEL / ART DIRECTION

Yelay is a multichain yield infrastructure, enabling businesses to build automated products powered by crypto rewards. 

We defined Yelay’s presence through a bold visual identity: a signature doubled 'y' symbol, a high-octane Acid Blue palette, and dynamic diagonal textures.

IDENTIFY

The Yield Layer – Yelay offers a robust, multichain yield infrastructure for businesses. Build innovative, automated products for customers through yield earned on cryptocurrency, rewards and benefits. Yelay delivers a more efficient, user-friendly, and innovative yield-generation touchpoint in DeFi. By offering a turnkey way to use and optimise yield, Yelay is positioned to become an essential part of the DeFi stack for businesses and their clients. We were looking for a strong visual style that, with its simplicity, can withstand being incorporated into various products.

DESIGN

Our goal was to design a modern, readable symbol that fits seamlessly into Yelay's extensive portfolio. By doubling the letter "y", we created a unique mark that visually represents layers and multiplication—the core of the brand’s identity.

The palette centers on Acid Blue, energized by Acid Lime and Pink accents, with a sophisticated ivory shade called Gold Dust replacing standard white. This is tied together by a dynamic graphic element of intersecting diagonal lines that bring motion to both static and digital formats.

We believe that our work helped to make the Yelay project more visible and, in a positive sense, attracted attention with its distinctive expression. At the same time, we still consider it a serious and professional result of a pleasant collaboration.

IMPLEMENT

Beyond the identity itself, we delivered a comprehensive brand manual and explored the visual style through motion design. To build momentum, we produced a brand reveal film and a series of countdown videos leading up to the launch.

CREDITS

CREATIVE DIRECTION
Adam Uchytil


DESIGN
Adam Uchytil
Markéta Steinert
Martin Egrt

STRATEGY & COPYWRITING
Matt Kmec

MOTION DESIGN
Martin Egrt

WORK WITH US

business@gradual.works

GMT+1  Prague

gradual.works s.r.o.
Limited Liability Company
Company ID: 22224513

Kamenicka 673/5
170 00 Prague
Czech Republic

Date of Incorporation and Registration:
November 4, 2024, C 412855
Registered with the Municipal Court in Prague