Animoca Brands Corporation Ltd’s majority-owned subsidiary Bondly Finance has rebranded as Forj, marking a strategic shift in the business to focus on mass-audience onboarding to the world of Web3 and NFT technology across music, sports, lifestyle, celebrity brands and gaming.
Under its previous brand, Forj has led in the NFT space through innovative partnerships with well-known creators including influencer Logan Paul, Grammy-nominated musician Lewis Capaldi, and global music and events platform Bandsintown.
Principles of creation, innovation and partnership
The company has also partnered with Input Output Hong Kong to build the first official Ethereum-to-Cardano NFT bridge, and powered one of the biggest available NFT minting platforms, Mint-on-Demand, in collaboration with Spring.
Forj is the result of an extensive rebrand undertaken over the course of the past six months led by several leading brand design experts whose clients include Uber, Disney, AT&T and Coca-Cola.
Animoca believes Forj encapsulates the principles of creation, innovation and partnership. Its primary brand mission is “to deepen the relationship between creator and fan to form a partnership, in the true spirit of Web3 applications and DAO governance”.
New website to accompany re-brand
Forj is majority owned by Animoca Brands, and the rebrand is just the first in a series of announcements the company expects to release over the course of the next few months.
The rebrand includes the rollout of the new Forj website and the new branding of several consumer channels.
“The Forj brand launch marks a major milestone in our project’s journey as we prepare for mass-adoption of Web3 and NFT technologies,” said Forj CEO Harry Liu.
Evolution of the metaverse
“Tomorrow’s consumers won’t think twice about entering the metaverse to watch their favourite band, or buying the latest trainers as an NFT for their avatars, and Forj is positioned to facilitate that leap for Web3 beginners and experts alike.”
“Bondly Finance’s strategic rebrand to Forj comes at an integral time for Animoca Brands as we look to the popularisation of Web3 technologies, including the evolution of the metaverse,” added Yat Siu, co-founder and executive chairman of Animoca Brands.
“Forj will deliver to consumers exciting and dynamic brands to provide an attractive gateway to these new Web3 experiences.”
About Forj
Forj delivers Web3 products and technologies that create unique fan experiences for creators.
An end-to-end solution, Forj is the next frontier of fan engagement through its use of NFTs, metaverse protocols, and blockchain tech to bring fans closer to their favourite creator brands in music, entertainment, gaming and beyond.