At the core of our competitive research we found that other home maintenance companies were focused on efficiency and cutting costs rather than introducing a human component. Stellar cares about shaping communities. It invests in the heart of home maintenance: people. This insight informed our messaging.
That messaging took into account the white space and competitive threats we discovered, as well as what customers are looking for in today’s market.
A strong positioning statement was crafted to celebrate the brand’s unique advantage while also ensuring clarity of category and target customer. A manifesto/credo was authored to serve as a North Star to the brand about who it is, what it’s doing, and its commitment to doing right.
When it came to developing a new name that fits and inspires, we presented numerous alternatives that worked in both English and Spanish, as it operates in states with many Spanish speakers.
We aligned on the name Stellar because the brand’s experience is exactly that. It’s a business that goes out of its way to make services uplifting and positive for everyone involved.
We explored logo and wordmark possibilities, concepts, and use cases for those designs.
The website was designed to fit into all of this with a clear visual and written tone, and seamless user experience.