Stark
From Intimidating to Empathetic Brand Identity
(Client)
Stark
(Year)
2023
(Role)
Lead Brand Designer (Visual Identity, Messaging, Brand Guidelines)
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
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 Challenge
Old branding leaned into harsh tones and dated typography, reinforcing fear rather than trust.
Clients and debtors alike perceived the company as intimidating and unapproachable.
The brand didn’t reflect Stark’s true values of partnership and resolution.
High-stakes context: For individuals in financial stress, design choices directly affect whether they feel supported or further discouraged.
My Role
Led rebrand strategy and visual identity development
Redesigned website and digital touchpoints
Defined color palette, typography, and design guidelines
Collaborated with leadership to align identity with new mission
Research & Discovery
Stakeholder Interviews: Learned that Stark wanted to be seen as a partner, not a threat.
Industry Benchmarking: Most competitors used aggressive branding, leaving room for differentiation.
Persona Insight:
The Client (business partner) — wants assurance of professionalism and credibility.
The Debtor (individual) — needs clarity, empathy, and hope for resolution.
The Solution
Brand Priorities:
Convey empathy and trust without losing authority.
Modernize the identity with clean typography and approachable colors.
Create brand guidelines to unify messaging across web, print, and communications.
Key Design Choices:
Typography: Shifted from dated serif to modern, professional sans-serif.
Color Palette: Moved from harsh reds/blacks to calming blues and grays for trust and stability.
Visual Language: Gentle gradients, rounded edges, and imagery emphasizing resolution, not confrontation.
Messaging: Refined tagline and brand voice to focus on partnership and positive outcomes.
Visual Process
Moodboards: Explored visual territories of trust, empathy, and professionalism.
Logo Evolution: Iterated toward a mark that balanced authority with warmth.
Final System: Logo, palette, typography, iconography, and messaging guidelines packaged into a cohesive system.
Outcome / Impact
Perception Shift: Stakeholders reported the new identity helped position Stark as a trusted partner rather than an intimidating enforcer.
Differentiation: Stark stood out in a crowded market by adopting an empathetic voice where competitors leaned on fear.
Scalability: Brand guidelines enabled consistent rollout across all materials, reducing ad-hoc design work.
Client Feedback: Partners expressed greater confidence in referring Stark, citing the modernized and approachable brand.
Reflection
This project taught me the power of empathy in brand design. A visual identity isn’t just aesthetic — it shapes how people feel in moments of vulnerability. By re-framing Stark’s image around clarity and trust, design became a tool for dignity and better relationships.
Stark
From Intimidating to Empathetic Brand Identity
(Client)
Stark
(Year)
2023
(Role)
Lead Brand Designer (Visual Identity, Messaging, Brand Guidelines)
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
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 Challenge
Old branding leaned into harsh tones and dated typography, reinforcing fear rather than trust.
Clients and debtors alike perceived the company as intimidating and unapproachable.
The brand didn’t reflect Stark’s true values of partnership and resolution.
High-stakes context: For individuals in financial stress, design choices directly affect whether they feel supported or further discouraged.
My Role
Led rebrand strategy and visual identity development
Redesigned website and digital touchpoints
Defined color palette, typography, and design guidelines
Collaborated with leadership to align identity with new mission
Research & Discovery
Stakeholder Interviews: Learned that Stark wanted to be seen as a partner, not a threat.
Industry Benchmarking: Most competitors used aggressive branding, leaving room for differentiation.
Persona Insight:
The Client (business partner) — wants assurance of professionalism and credibility.
The Debtor (individual) — needs clarity, empathy, and hope for resolution.
The Solution
Brand Priorities:
Convey empathy and trust without losing authority.
Modernize the identity with clean typography and approachable colors.
Create brand guidelines to unify messaging across web, print, and communications.
Key Design Choices:
Typography: Shifted from dated serif to modern, professional sans-serif.
Color Palette: Moved from harsh reds/blacks to calming blues and grays for trust and stability.
Visual Language: Gentle gradients, rounded edges, and imagery emphasizing resolution, not confrontation.
Messaging: Refined tagline and brand voice to focus on partnership and positive outcomes.
Visual Process
Moodboards: Explored visual territories of trust, empathy, and professionalism.
Logo Evolution: Iterated toward a mark that balanced authority with warmth.
Final System: Logo, palette, typography, iconography, and messaging guidelines packaged into a cohesive system.
Outcome / Impact
Perception Shift: Stakeholders reported the new identity helped position Stark as a trusted partner rather than an intimidating enforcer.
Differentiation: Stark stood out in a crowded market by adopting an empathetic voice where competitors leaned on fear.
Scalability: Brand guidelines enabled consistent rollout across all materials, reducing ad-hoc design work.
Client Feedback: Partners expressed greater confidence in referring Stark, citing the modernized and approachable brand.
Reflection
This project taught me the power of empathy in brand design. A visual identity isn’t just aesthetic — it shapes how people feel in moments of vulnerability. By re-framing Stark’s image around clarity and trust, design became a tool for dignity and better relationships.
Stark
From Intimidating to Empathetic Brand Identity
(Client)
Stark
(Year)
2023
(Role)
Lead Brand Designer (Visual Identity, Messaging, Brand Guidelines)
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
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 Challenge
Old branding leaned into harsh tones and dated typography, reinforcing fear rather than trust.
Clients and debtors alike perceived the company as intimidating and unapproachable.
The brand didn’t reflect Stark’s true values of partnership and resolution.
High-stakes context: For individuals in financial stress, design choices directly affect whether they feel supported or further discouraged.
My Role
Led rebrand strategy and visual identity development
Redesigned website and digital touchpoints
Defined color palette, typography, and design guidelines
Collaborated with leadership to align identity with new mission
Research & Discovery
Stakeholder Interviews: Learned that Stark wanted to be seen as a partner, not a threat.
Industry Benchmarking: Most competitors used aggressive branding, leaving room for differentiation.
Persona Insight:
The Client (business partner) — wants assurance of professionalism and credibility.
The Debtor (individual) — needs clarity, empathy, and hope for resolution.
The Solution
Brand Priorities:
Convey empathy and trust without losing authority.
Modernize the identity with clean typography and approachable colors.
Create brand guidelines to unify messaging across web, print, and communications.
Key Design Choices:
Typography: Shifted from dated serif to modern, professional sans-serif.
Color Palette: Moved from harsh reds/blacks to calming blues and grays for trust and stability.
Visual Language: Gentle gradients, rounded edges, and imagery emphasizing resolution, not confrontation.
Messaging: Refined tagline and brand voice to focus on partnership and positive outcomes.
Visual Process
Moodboards: Explored visual territories of trust, empathy, and professionalism.
Logo Evolution: Iterated toward a mark that balanced authority with warmth.
Final System: Logo, palette, typography, iconography, and messaging guidelines packaged into a cohesive system.
Outcome / Impact
Perception Shift: Stakeholders reported the new identity helped position Stark as a trusted partner rather than an intimidating enforcer.
Differentiation: Stark stood out in a crowded market by adopting an empathetic voice where competitors leaned on fear.
Scalability: Brand guidelines enabled consistent rollout across all materials, reducing ad-hoc design work.
Client Feedback: Partners expressed greater confidence in referring Stark, citing the modernized and approachable brand.
Reflection
This project taught me the power of empathy in brand design. A visual identity isn’t just aesthetic — it shapes how people feel in moments of vulnerability. By re-framing Stark’s image around clarity and trust, design became a tool for dignity and better relationships.