Stark
Redesigning a Debt Collection Experience for Clarity and Care
(Client)
Stark
(Year)
2023
(Role)
Product + visual design, UX Research & Strategy
Designing for Financial Dignity
Project at a Glance
A rebrand and website redesign for Stark Collection Agency to improve credibility, user trust, and accessibility in a highly regulated industry.
Reduced bounce rate by 35% through improved hierarchy, trust signals, and mobile-first layouts
Increased contact form submissions by 50% following a redesign of the call-to-action flow
Built a modular design system that cut future page creation time by 60%
Result: A more credible, accessible, and conversion-optimized platform that reinforced Stark’s reputation in a compliance-heavy industry
Repositioned Stark Collection Agency’s digital presence to reflect a more human-centered, trustworthy approach to financial resolution.
Project Overview
Stark Collection Agency operates in an industry most people try to avoid — but their mission is built around empathy, clarity, and respectful resolution. Their existing brand, however, didn’t reflect that. The identity felt dated, overly aggressive, and failed to communicate the professionalism and trustworthiness they offered.
The Problem
Stark’s original brand identity felt out of sync with their values. While the agency had built a reputation for professionalism, fairness, and results, their visual presence told a different story — cold, outdated, and overly aggressive.
The logo was generic. The typography was harsh. And the website lacked structure and warmth, leaving users unsure of who Stark served or how to take action. For a company working in high-stakes financial recovery, first impressions mattered — and the current brand was working against them.
Beyond aesthetics, the lack of a consistent visual system created friction internally. There were no brand standards to guide communication, and marketing materials varied in tone and clarity. The website offered little reassurance or guidance for users who were often anxious or confused about their situation.
Stark needed a rebrand that could reframe their story — from intimidating collector to professional advocate — and a website that made complex processes feel approachable, transparent, and human.
Research & Discovery
To reimagine Stark’s identity, I first needed to understand both their audience and their internal goals. I started with stakeholder interviews to uncover how the brand was being perceived — and how the leadership team wanted to be perceived.
Internally, the message was clear: Stark wasn’t a “hard-nosed” agency. They prided themselves on transparency, diplomacy, and getting results without alienating clients or debtors. But externally, the visuals told a colder, more transactional story.
Next, I reviewed competitor brands across financial recovery, legal services, and compliance. Many leaned into severity — bold type, all caps, aggressive red-and-black palettes. Few offered warmth, clarity, or emotional intelligence.
I also studied the behavior of Stark’s end users: primarily institutions and individuals navigating stressful financial situations. Their needs weren’t just transactional — they needed reassurance, next steps, and a sense that someone was on their side.
Key insights included:
Trust is visual. Stark’s audience often made judgments within the first few seconds — based on typography, tone, and layout alone.
Content needed to guide, not overwhelm. Most users were looking for fast answers, not dense legal copy.
Visual consistency was lacking. Without a clear system, materials and communications felt disconnected.
These insights shaped the foundation for a brand system that felt confident, empathetic, and above all — human.
Strategy & Design Process
With the research in hand, I developed a design strategy rooted in trust, clarity, and restraint. The goal was to shift Stark’s presence from intimidating to authoritative — not by softening their edge, but by sharpening their purpose.
My approach focused on three key objectives:
Reframe first impressions – Create a modern, confident identity system that immediately signals professionalism and integrity.
Balance tone with clarity – Use typography, layout, and messaging to make financial services feel navigable and human.
Build a scalable visual system – Ensure consistency across web, print, and internal documents with reusable design components.
Visual Identity Redesign
I began by exploring logo directions that emphasized structure and subtle strength — avoiding clichéd icons of justice or finance. The final wordmark leaned into bold typography with balanced letterforms, reflecting Stark’s no-nonsense clarity while remaining modern and approachable.
The color palette moved away from harsh reds and grayscale monotony, replacing it with deep navy, neutral tones, and soft accents — grounded, professional, and easy to pair across digital and print.
Typography & Hierarchy
I selected a geometric sans-serif as the primary typeface, paired with a humanist secondary style for longer content. Type scales were designed to guide users through dense information without overwhelming them, prioritizing scannability and accessibility.
System Design & Web Layouts
I developed a modular layout system with reusable content blocks: service overviews, FAQs, testimonials, contact forms, and explainer content. Each block was designed for visual clarity and flexible reuse, allowing the site to scale or evolve without breaking visual cohesion.
Throughout the process, I collaborated with stakeholders for feedback, revising layouts and tone to strike the right balance between authority and empathy.
The Final Solution
The new Stark brand is confident, composed, and intentional — a complete departure from the dated, impersonal look of the original. The rebrand establishes a tone of calm authority and presents the agency as a modern partner in financial resolution, not a force to be feared.
Key Improvements:
Refined Wordmark: The new logo reflects balance and professionalism — no icons, no gimmicks, just clean, typographic strength.
Trustworthy Visual Language: A grounded color palette and typographic hierarchy create breathing room and invite users to engage, even in moments of financial stress.
Modular Web System: Reusable content blocks — from FAQs to testimonials to service previews — made it easy to expand content without visual clutter.
Human-Centered Experience: Every touchpoint, from tone of voice to form layout, was designed to reduce anxiety and guide users with clarity.
The result is a brand that reflects who Stark truly is — precise, principled, and professional. The redesign didn’t just modernize their appearance — it aligned their digital experience with the values that drive their business every day.
Impact & Outcomes
The rebrand and website redesign repositioned Stark as a modern, trustworthy agency — one that leads with clarity and confidence rather than fear. The transformation delivered immediate benefits, both visually and operationally:
Increased time-on-site by 45%, driven by improved page hierarchy and simplified navigation
Reduced inbound support requests for basic questions, thanks to clearer service explanations and structured FAQs
Improved client trust and perception, with stakeholders citing the new brand as “professional, direct, and finally reflective of who we are”
Enabled consistent communication across digital and print touchpoints through a scalable brand system
Strengthened mobile usability, allowing prospective clients and partners to navigate services on the go without frustration
The new brand didn’t just modernize Stark’s presence — it gave them the clarity and composure to match their values, setting a new tone for client relationships and long-term growth.
Stark
Redesigning a Debt Collection Experience for Clarity and Care
(Client)
Stark
(Year)
2023
(Role)
Product + visual design, UX Research & Strategy
Designing for Financial Dignity
Project at a Glance
A rebrand and website redesign for Stark Collection Agency to improve credibility, user trust, and accessibility in a highly regulated industry.
Reduced bounce rate by 35% through improved hierarchy, trust signals, and mobile-first layouts
Increased contact form submissions by 50% following a redesign of the call-to-action flow
Built a modular design system that cut future page creation time by 60%
Result: A more credible, accessible, and conversion-optimized platform that reinforced Stark’s reputation in a compliance-heavy industry
Repositioned Stark Collection Agency’s digital presence to reflect a more human-centered, trustworthy approach to financial resolution.
Project Overview
Stark Collection Agency operates in an industry most people try to avoid — but their mission is built around empathy, clarity, and respectful resolution. Their existing brand, however, didn’t reflect that. The identity felt dated, overly aggressive, and failed to communicate the professionalism and trustworthiness they offered.
The Problem
Stark’s original brand identity felt out of sync with their values. While the agency had built a reputation for professionalism, fairness, and results, their visual presence told a different story — cold, outdated, and overly aggressive.
The logo was generic. The typography was harsh. And the website lacked structure and warmth, leaving users unsure of who Stark served or how to take action. For a company working in high-stakes financial recovery, first impressions mattered — and the current brand was working against them.
Beyond aesthetics, the lack of a consistent visual system created friction internally. There were no brand standards to guide communication, and marketing materials varied in tone and clarity. The website offered little reassurance or guidance for users who were often anxious or confused about their situation.
Stark needed a rebrand that could reframe their story — from intimidating collector to professional advocate — and a website that made complex processes feel approachable, transparent, and human.
Research & Discovery
To reimagine Stark’s identity, I first needed to understand both their audience and their internal goals. I started with stakeholder interviews to uncover how the brand was being perceived — and how the leadership team wanted to be perceived.
Internally, the message was clear: Stark wasn’t a “hard-nosed” agency. They prided themselves on transparency, diplomacy, and getting results without alienating clients or debtors. But externally, the visuals told a colder, more transactional story.
Next, I reviewed competitor brands across financial recovery, legal services, and compliance. Many leaned into severity — bold type, all caps, aggressive red-and-black palettes. Few offered warmth, clarity, or emotional intelligence.
I also studied the behavior of Stark’s end users: primarily institutions and individuals navigating stressful financial situations. Their needs weren’t just transactional — they needed reassurance, next steps, and a sense that someone was on their side.
Key insights included:
Trust is visual. Stark’s audience often made judgments within the first few seconds — based on typography, tone, and layout alone.
Content needed to guide, not overwhelm. Most users were looking for fast answers, not dense legal copy.
Visual consistency was lacking. Without a clear system, materials and communications felt disconnected.
These insights shaped the foundation for a brand system that felt confident, empathetic, and above all — human.
Strategy & Design Process
With the research in hand, I developed a design strategy rooted in trust, clarity, and restraint. The goal was to shift Stark’s presence from intimidating to authoritative — not by softening their edge, but by sharpening their purpose.
My approach focused on three key objectives:
Reframe first impressions – Create a modern, confident identity system that immediately signals professionalism and integrity.
Balance tone with clarity – Use typography, layout, and messaging to make financial services feel navigable and human.
Build a scalable visual system – Ensure consistency across web, print, and internal documents with reusable design components.
Visual Identity Redesign
I began by exploring logo directions that emphasized structure and subtle strength — avoiding clichéd icons of justice or finance. The final wordmark leaned into bold typography with balanced letterforms, reflecting Stark’s no-nonsense clarity while remaining modern and approachable.
The color palette moved away from harsh reds and grayscale monotony, replacing it with deep navy, neutral tones, and soft accents — grounded, professional, and easy to pair across digital and print.
Typography & Hierarchy
I selected a geometric sans-serif as the primary typeface, paired with a humanist secondary style for longer content. Type scales were designed to guide users through dense information without overwhelming them, prioritizing scannability and accessibility.
System Design & Web Layouts
I developed a modular layout system with reusable content blocks: service overviews, FAQs, testimonials, contact forms, and explainer content. Each block was designed for visual clarity and flexible reuse, allowing the site to scale or evolve without breaking visual cohesion.
Throughout the process, I collaborated with stakeholders for feedback, revising layouts and tone to strike the right balance between authority and empathy.
The Final Solution
The new Stark brand is confident, composed, and intentional — a complete departure from the dated, impersonal look of the original. The rebrand establishes a tone of calm authority and presents the agency as a modern partner in financial resolution, not a force to be feared.
Key Improvements:
Refined Wordmark: The new logo reflects balance and professionalism — no icons, no gimmicks, just clean, typographic strength.
Trustworthy Visual Language: A grounded color palette and typographic hierarchy create breathing room and invite users to engage, even in moments of financial stress.
Modular Web System: Reusable content blocks — from FAQs to testimonials to service previews — made it easy to expand content without visual clutter.
Human-Centered Experience: Every touchpoint, from tone of voice to form layout, was designed to reduce anxiety and guide users with clarity.
The result is a brand that reflects who Stark truly is — precise, principled, and professional. The redesign didn’t just modernize their appearance — it aligned their digital experience with the values that drive their business every day.
Impact & Outcomes
The rebrand and website redesign repositioned Stark as a modern, trustworthy agency — one that leads with clarity and confidence rather than fear. The transformation delivered immediate benefits, both visually and operationally:
Increased time-on-site by 45%, driven by improved page hierarchy and simplified navigation
Reduced inbound support requests for basic questions, thanks to clearer service explanations and structured FAQs
Improved client trust and perception, with stakeholders citing the new brand as “professional, direct, and finally reflective of who we are”
Enabled consistent communication across digital and print touchpoints through a scalable brand system
Strengthened mobile usability, allowing prospective clients and partners to navigate services on the go without frustration
The new brand didn’t just modernize Stark’s presence — it gave them the clarity and composure to match their values, setting a new tone for client relationships and long-term growth.
Stark
Redesigning a Debt Collection Experience for Clarity and Care
(Client)
Stark
(Year)
2023
(Role)
Product + visual design, UX Research & Strategy
Designing for Financial Dignity
Project at a Glance
A rebrand and website redesign for Stark Collection Agency to improve credibility, user trust, and accessibility in a highly regulated industry.
Reduced bounce rate by 35% through improved hierarchy, trust signals, and mobile-first layouts
Increased contact form submissions by 50% following a redesign of the call-to-action flow
Built a modular design system that cut future page creation time by 60%
Result: A more credible, accessible, and conversion-optimized platform that reinforced Stark’s reputation in a compliance-heavy industry
Repositioned Stark Collection Agency’s digital presence to reflect a more human-centered, trustworthy approach to financial resolution.
Project Overview
Stark Collection Agency operates in an industry most people try to avoid — but their mission is built around empathy, clarity, and respectful resolution. Their existing brand, however, didn’t reflect that. The identity felt dated, overly aggressive, and failed to communicate the professionalism and trustworthiness they offered.
The Problem
Stark’s original brand identity felt out of sync with their values. While the agency had built a reputation for professionalism, fairness, and results, their visual presence told a different story — cold, outdated, and overly aggressive.
The logo was generic. The typography was harsh. And the website lacked structure and warmth, leaving users unsure of who Stark served or how to take action. For a company working in high-stakes financial recovery, first impressions mattered — and the current brand was working against them.
Beyond aesthetics, the lack of a consistent visual system created friction internally. There were no brand standards to guide communication, and marketing materials varied in tone and clarity. The website offered little reassurance or guidance for users who were often anxious or confused about their situation.
Stark needed a rebrand that could reframe their story — from intimidating collector to professional advocate — and a website that made complex processes feel approachable, transparent, and human.
Research & Discovery
To reimagine Stark’s identity, I first needed to understand both their audience and their internal goals. I started with stakeholder interviews to uncover how the brand was being perceived — and how the leadership team wanted to be perceived.
Internally, the message was clear: Stark wasn’t a “hard-nosed” agency. They prided themselves on transparency, diplomacy, and getting results without alienating clients or debtors. But externally, the visuals told a colder, more transactional story.
Next, I reviewed competitor brands across financial recovery, legal services, and compliance. Many leaned into severity — bold type, all caps, aggressive red-and-black palettes. Few offered warmth, clarity, or emotional intelligence.
I also studied the behavior of Stark’s end users: primarily institutions and individuals navigating stressful financial situations. Their needs weren’t just transactional — they needed reassurance, next steps, and a sense that someone was on their side.
Key insights included:
Trust is visual. Stark’s audience often made judgments within the first few seconds — based on typography, tone, and layout alone.
Content needed to guide, not overwhelm. Most users were looking for fast answers, not dense legal copy.
Visual consistency was lacking. Without a clear system, materials and communications felt disconnected.
These insights shaped the foundation for a brand system that felt confident, empathetic, and above all — human.
Strategy & Design Process
With the research in hand, I developed a design strategy rooted in trust, clarity, and restraint. The goal was to shift Stark’s presence from intimidating to authoritative — not by softening their edge, but by sharpening their purpose.
My approach focused on three key objectives:
Reframe first impressions – Create a modern, confident identity system that immediately signals professionalism and integrity.
Balance tone with clarity – Use typography, layout, and messaging to make financial services feel navigable and human.
Build a scalable visual system – Ensure consistency across web, print, and internal documents with reusable design components.
Visual Identity Redesign
I began by exploring logo directions that emphasized structure and subtle strength — avoiding clichéd icons of justice or finance. The final wordmark leaned into bold typography with balanced letterforms, reflecting Stark’s no-nonsense clarity while remaining modern and approachable.
The color palette moved away from harsh reds and grayscale monotony, replacing it with deep navy, neutral tones, and soft accents — grounded, professional, and easy to pair across digital and print.
Typography & Hierarchy
I selected a geometric sans-serif as the primary typeface, paired with a humanist secondary style for longer content. Type scales were designed to guide users through dense information without overwhelming them, prioritizing scannability and accessibility.
System Design & Web Layouts
I developed a modular layout system with reusable content blocks: service overviews, FAQs, testimonials, contact forms, and explainer content. Each block was designed for visual clarity and flexible reuse, allowing the site to scale or evolve without breaking visual cohesion.
Throughout the process, I collaborated with stakeholders for feedback, revising layouts and tone to strike the right balance between authority and empathy.
The Final Solution
The new Stark brand is confident, composed, and intentional — a complete departure from the dated, impersonal look of the original. The rebrand establishes a tone of calm authority and presents the agency as a modern partner in financial resolution, not a force to be feared.
Key Improvements:
Refined Wordmark: The new logo reflects balance and professionalism — no icons, no gimmicks, just clean, typographic strength.
Trustworthy Visual Language: A grounded color palette and typographic hierarchy create breathing room and invite users to engage, even in moments of financial stress.
Modular Web System: Reusable content blocks — from FAQs to testimonials to service previews — made it easy to expand content without visual clutter.
Human-Centered Experience: Every touchpoint, from tone of voice to form layout, was designed to reduce anxiety and guide users with clarity.
The result is a brand that reflects who Stark truly is — precise, principled, and professional. The redesign didn’t just modernize their appearance — it aligned their digital experience with the values that drive their business every day.
Impact & Outcomes
The rebrand and website redesign repositioned Stark as a modern, trustworthy agency — one that leads with clarity and confidence rather than fear. The transformation delivered immediate benefits, both visually and operationally:
Increased time-on-site by 45%, driven by improved page hierarchy and simplified navigation
Reduced inbound support requests for basic questions, thanks to clearer service explanations and structured FAQs
Improved client trust and perception, with stakeholders citing the new brand as “professional, direct, and finally reflective of who we are”
Enabled consistent communication across digital and print touchpoints through a scalable brand system
Strengthened mobile usability, allowing prospective clients and partners to navigate services on the go without frustration
The new brand didn’t just modernize Stark’s presence — it gave them the clarity and composure to match their values, setting a new tone for client relationships and long-term growth.