Brand Identity, Design System, UX/UI, Website, Motion, Art Direction

This project was completed during my tenure at Big.Vision, as the Art Director for the Brand Team.

It's not every day you get to rebrand the identity of a tech unicorn. When Fattmerchant approached us with the opportunity to overhaul the brand of this rejected-pitch-turned-billion-dollar-company, they had an eagerness to do something bigger and better to rival competitors—not just imitate them. How do you create an identity for a fast-growing fintech company quickly approaching unicorn status, capable of reaching small businesses, large businesses, and engineers alike?

To answer this question, we worked closely with their team to understand the key factors that make the brand so unique. From there, we established a more mature, clever tone of voice and built a new visual identity that included: a custom logotype, logo mark, color palette, graphic imagery, layouts, motion, icons, UI systems, and a comprehensive set of brand guidelines. Stax is the only all-in-one platform of scalable business tech to manage financials, payments, invoicing, inventory, sales data, customers, etc. Our design approach aims to visually capture the "stack" of products the platform offers and utilize the action of diving into that fintech landscape.