Built with Webflow
Stella. Turning technology into a brand.
Client: Stella Technologies Group
My role: Chief Design Officer
End-to-end startup branding. A concept application of the identity to a billboard.
I led the end-to-end branding of Stella, a startup building a platform for real-time data and decision-making. As Chief Design Officer, I was responsible for brand direction, design management and team mentoring. I also worked with the CTO and Chief Growth Officer on the product concept and its growth strategy. We carried the identity through a design system, presentations, sector case studies, a website and social communication.
Role
Chief Design Officer
Collaboration
CTO · Chief Growth Officer
Scope
Product concept · growth strategy · branding
Materials
Brand book · design system · decks · case studies
The challenge and direction
Challenge
How do you create one recognisable brand for complex technology, then explain it consistently to investors, customers across industries and digital audiences?
Design response
The visual system uses a distinctive mark, vivid orange, contrasting typography and modular layouts. The same language structures the product story across decks, sector scenarios, social assets and the website concept.
Product concept and growth strategy
Working with the CTO and Chief Growth Officer, I connected the technology, product and market perspectives. We developed the platform concept and the way to communicate its value through future stages of growth. That gave the brand book, decks, case studies and website one coherent product story rather than separate messages.
01 / Brand system
Recognition starts with shared rules
The mark, colour and typography had to work as a system: recognisable on a presentation cover, clear in a diagram and practical for the team to extend. I led the identity direction and its translation into brand documentation.
Presentation mockup — brand system.
Design decision
I paired the distinctive mark with an orange accent, black and Poppins typography. Contrast establishes hierarchy, while quiet backgrounds leave room for the technology story.
Value for the team
The brand book and design system provide shared rules for creating further materials. My work also included design management and mentoring so the team could develop the visual direction consistently.
A concept application of the identity to a lanyard and brand card.
Original project boards — brand system
Brand book / design system — visual system documentation, 2025.
Colour palette — orange, navy, neutral greys and black.
Typography — typeface and typographic hierarchy guidance.
02 / Product narrative
A clear story for complex technology
Stella connects data sources, real-time processing and decision automation. I translated that complexity into presentations and diagrams that guide an audience from the problem to the product’s application.
Presentation mockup — product narrative.
Strategic collaboration
I also worked with the CTO and Chief Growth Officer on the product concept and growth strategy. I connected the technical perspective with how to explain the platform’s value to customers and partners.
Translation into materials
Decks and sector case studies extend the same story into different contexts. Diagrams show the relationships between data, analytics and action; a shared visual language connects them to the brand.
Original project boards — product narrative
Platform model — connecting data and sensors with decisions.
Platform story — from data and processing to decisions.
Retail scenario — a platform use case for the retail sector.
03 / Digital communication
One brand across every touchpoint
The website, presentation materials and social communication use the same system. I designed how the brand identity meets specific information: what the platform is, how it works and where it can be applied.
Presentation mockup — digital communication.
Information hierarchy
The website moves from the value proposition to the operating model and use cases. The orange accent highlights key parts of the narrative and the next action.
End-to-end responsibility
I connected product strategy, brand direction and the creation of materials. Decisions made with the startup’s leaders carried through into decks, the brand book and digital communication.
Mobile adaptation of the website design — a phone mockup.
Original project boards — digital communication
Website compositions — applying the brand language to the technology story.
Presentation boards — visual variants for presenting the brand and platform.
Mobile communication — the identity adapted to a mobile format.
Website concept — page composition and product messaging.
Social communication — a campaign format using the brand system.
From direction to delivery
My contribution
Product direction
I worked with the CTO and Chief Growth Officer on the product concept and how to communicate its development.
Brand system
I connected the mark, typography, palette, decks and website through one recognisable language.
Team leadership
As Chief Design Officer, I led design direction, design management and mentoring.
Why this work mattered
Stella needed one language for its technology, product and conversations about its future. My support connected brand direction with the product concept, growth strategy and materials the leaders and team could use.
Written by: Kosma Lenar Chief Design Officer
2 likes · 22 views · Apr 27, 2025
As CDO, I led Stella’s brand direction, design system and digital communication, collaborating on product concept and growth strategy.
