Everyone deserves access, and the chance to realize their dreams. StellarFi has the key to a better life.
I developed the brand strategy for StellarFi, working directly with Collins CEO Leland Maschmeyer to boost market recognition. The challenge was that the existing app and website had no consistent visual language, and the key red color was ignored. Plus, there was no core brand narrative. We conducted interviews with users and stakeholders, leading us to the story of Vulcan, a mythical blacksmith who created tools with godlike powers. This fit perfectly with StellarFi’s mission to empower people with credit.
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.
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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.
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.
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.
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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.
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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."
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.
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.
