For Freelancers

Joust Brand Development & App

Gig workers and freelancers are the new economy. Yet they have the highest likelihood of facing non-payment. Joust shields them.

Overview

At Joust, a seed round fintech dedicated to protecting freelancers and gig workers from non-payment, I served as Head of Design. I developed the brand identity and, as with any startup, wore many hats. From creating ads, emails, and merch to designing the product itself, I was deeply involved in every aspect. Whether directing the work or doing it myself, I ensured that our brand and products effectively communicated our mission and resonated with our audience.

Full Brand Book →
Client
Joust
Year
2019
My Role
UX Designer
Photography
Brand Strategy
Identity Design
Marketing
Video

My Process

The Problem

StellarFi’s initial visual language was a placeholder while they were hustling to raise funds. Once the money was in the bank, it was time to get serious about the brand. The logo? Didn't scale. The colors? Inconsistent and making the app hard to use. The content team was shooting in the dark, guessing what things should look like.

Discovery Calls

We started with one-on-one calls with team members to hear their gripes about the brand. Then, we had a series of pow-wows with the executive team to chart our course. The first two calls were all about understanding the current chaos and agreeing on a way forward. After that, we dove into defining the brand’s personality and vibe.
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We built a brand that symbolizes access to the American dream, making StellarFi synonymous with unlocking credit power. This strong narrative and visual identity increased market recognition and brand consistency.

The User

With a direction set, we surveyed 2,000 users to dig into their emotions and thought patterns. Surprise, surprise – folks knew way more about credit than we gave them credit for (pun intended). I also had in-depth chats with users to get the juicy details.

Brand Narrative

Working with the execs and Leland Maschmeyer, we brainstormed the brand narrative. After exploring various stories, we landed on Vulcan, the mythical blacksmith. Here’s the heart of our narrative:

"Our members stand outside a locked door to their own life. The cowards in charge won't hand them the key because they consider them a “risk”. They're locked out from getting the essentials: a home, a car, their health. StellarFi doesn't cower behind timid mindsets. We're not frightened by risk. We embrace it. We let it fuel the flame that forges a new key — one that doesn't merely unlock the basics, but a life of stability, growth, and opportunities. We harness the flame of risk, empowering us to unlock anyone's door. With StellarFi, “risk” is no longer a tag that leaves people stuck outside. We believe everyone deserves access, and the chance to realize their dreams. StellarFi is the key to a better life."

Logo Design

The logo needed a makeover. We took the existing triangular shape and gave it a boost, aiming for a silhouette that screamed StellarFi. We named it the Starship, combining a rocket and a landing strip to symbolize upward movement and progress.

Brand Identity

We kept the space theme, tapping into the public’s love for all things space (thanks, Hollywood). Given StellarFi’s startup status, the brand needed to be budget-friendly. We created a grid system for illustrations so even non-designers could nail the look. Rocket Red was reclaimed as a positive color, and we ditched the green to avoid mixed signals. Adding blue helped elevate the red, making the whole palette pop.