Unifying the best of TradFi & DeFi with Rayls
Rayls is building the blockchain for banks and the future of financial connectivity.
Unifying the best of TradFi & DeFi with Rayls
With Parfin as their core contributor, Rayls has developed a novel blockchain ecosystem designed to bring together the strengths of decentralized finance (DeFi) and traditional finance (TradFi) into one unified system.
With institutional-grade privacy, seamless interoperability and EVM compatibility, Rayls empowers banks and developers to connect and build without compromise. Designed for global adoption, Rayls is built to serve billions of users and support the tokenized financial products of tomorrow.
Noir partnered with Rayls to define a strategic narrative, visual identity and digital experience. The central question we had to answer: how do you brand a new financial infrastructure that must appeal to conservative institutions while also capturing the imagination of Web3 developers?
Serving two worlds
For institutions, blockchain is the missing piece to meet new market demands, and Rayls is the only solution that offers privacy, compliance and full EVM compatibility in one package. Most permissioned blockchains leave banks isolated, Rayls connects them.
For DApp developers, the opportunity was scale. Rayls unlocks access to billions of users through institutional partnerships and creates new markets for tokenized financial products. Developers are no longer confined to the relatively narrow crypto ecosystem, they can build solutions that reach both consumers and the world’s largest institutions.
Positioning Rayls
Banks speak the language of TradFi and developers speak the language of DeFi. Rayls had to speak both fluently, without losing its own voice. We grounded our strategy in the concept of ‘UniFi’: an ecosystem that brings together compliance, trust and privacy from TradFi, with the innovation, openness and programmability of DeFi.
Strategically, this allowed us to shift the conversation. Rather than trying to sell blockchain as “the future” to skeptical institutions, we reframed it as a necessary step to avoid obsolescence. We anchored the value of Rayls in real outcomes: accelerating efficiency, future-proofing operations and unlocking new market opportunities without disrupting established workflows.
Designing for duality
The balance between approachability and authority was critical. Rayls couldn’t walk, talk, or dress like a bank, it had to signal something new. But at the same time, it needed to convey clarity, trust, and infrastructure-grade reliability. Every visual and verbal decision was designed to ensure it didn’t look like a bank, but carried the weight of a financial institution.
The logo takes inspiration from the unity between two rails, connected into an abstract ‘R’, creating a symbol of movement and speed. Motion plays a key role throughout the brand, dynamic curves and gradients represent the convergence of TradFi and DeFi, forward momentum and infinite possibility.
A platform for the future
In a category where everyone is shouting “revolution,” Rayls offers something more powerful: integration and unity. With the brand launched and traction building, the work we did together has established Rayls as a serious contender in the blockchain infrastructure space and helped their core contributor Parfin to raise $38m to date.
With Parfin as their core contributor, Rayls has developed a novel blockchain ecosystem designed to bring together the strengths of decentralized finance (DeFi) and traditional finance (TradFi) into one unified system.
With institutional-grade privacy, seamless interoperability and EVM compatibility, Rayls empowers banks and developers to connect and build without compromise. Designed for global adoption, Rayls is built to serve billions of users and support the tokenized financial products of tomorrow.
Noir partnered with Rayls to define a strategic narrative, visual identity and digital experience. The central question we had to answer: how do you brand a new financial infrastructure that must appeal to conservative institutions while also capturing the imagination of Web3 developers?
Serving two worlds
For institutions, blockchain is the missing piece to meet new market demands, and Rayls is the only solution that offers privacy, compliance and full EVM compatibility in one package. Most permissioned blockchains leave banks isolated, Rayls connects them.
For DApp developers, the opportunity was scale. Rayls unlocks access to billions of users through institutional partnerships and creates new markets for tokenized financial products. Developers are no longer confined to the relatively narrow crypto ecosystem, they can build solutions that reach both consumers and the world’s largest institutions.
Positioning Rayls
Banks speak the language of TradFi and developers speak the language of DeFi. Rayls had to speak both fluently, without losing its own voice. We grounded our strategy in the concept of ‘UniFi’: an ecosystem that brings together compliance, trust and privacy from TradFi, with the innovation, openness and programmability of DeFi.
Strategically, this allowed us to shift the conversation. Rather than trying to sell blockchain as “the future” to skeptical institutions, we reframed it as a necessary step to avoid obsolescence. We anchored the value of Rayls in real outcomes: accelerating efficiency, future-proofing operations and unlocking new market opportunities without disrupting established workflows.
Designing for duality
The balance between approachability and authority was critical. Rayls couldn’t walk, talk, or dress like a bank, it had to signal something new. But at the same time, it needed to convey clarity, trust, and infrastructure-grade reliability. Every visual and verbal decision was designed to ensure it didn’t look like a bank, but carried the weight of a financial institution.
The logo takes inspiration from the unity between two rails, connected into an abstract ‘R’, creating a symbol of movement and speed. Motion plays a key role throughout the brand, dynamic curves and gradients represent the convergence of TradFi and DeFi, forward momentum and infinite possibility.
A platform for the future
In a category where everyone is shouting “revolution,” Rayls offers something more powerful: integration and unity. With the brand launched and traction building, the work we did together has established Rayls as a serious contender in the blockchain infrastructure space and helped their core contributor Parfin to raise $38m to date.
