Stratyfy’s existing brand elements did little to standout in a crowded field. Competitive analysis revealed the need to move away from overused fonts and softer tones to create more vibrant branding that reflected the exciting capabilities of this growing fintech. Since their clients turn to Stratyfy to predict financial uncertainty, the new branding created a visual metaphor of their layered approach to mitigating risk. A variety of colored bars move through the icon, slowly reducing space and variables as they are vertically assembled. A customized font with blended letter forms create continued visual flow and movement through the entire logo. Both the visual strata elements and the customized workmark could be used independently across marketing deliverables.

Once the logo had been defined, an ecosystem of design elements were created to ensure the brand stayed consistent throughout all use cases. Secondary logo treatments, one-color options, favicon, and even responsive/simplified versions were all established. The brand’s color system and font specifications rounded out the abbreviated guidelines and gave future design work parameters to keep all visuals and messaging uniform.

Since Stratyfy had a very aggressive timeline to launch their new brand, an agile approach was decided upon. A one-page site design and build took just under a month to launch. Quick pivots allowed their team to add new feature sets to the existing page while further development of the interior pages was being planned out. Subsequent launches included a dedicated about page, secondary navigation solution offerings, and a blog. Check back for further site development as it evolves.