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Stellex Capital
www.stellexcapital.com
Brand Strategy
UX/UI Design · Web + Mobile
Stellex Capital Management is a private equity firm that transforms complex middle-market businesses. I redefined its digital presence through visual strategy, information architecture, and a flexible website system.
During client interviews, I learned that Stellex takes pride in its “dirty fingernails, boots-on-the-ground” approach—working closely with businesses across manufacturing, agriculture, and construction. Its name, derived from stella, the Latin word for “star,” introduced a complementary idea of ambition and forward momentum. Together, these insights shaped three creative territories. Across three rounds of refinement, I combined the strongest ideas into a final direction and translated it into a cohesive website experience.
Defining strategy
The first round focused on defining the right story—not simply styling pages. I translated the brief into three distinct creative directions, each emphasizing a different side of Stellex’s character. Rather than presenting isolated moodboards, I developed each concept as a landing-page look and feel, combining narrative, imagery, typography, color, and layout so the client could envision each direction as a complete digital experience.
Balancing ideas
Then I combined the aspirational concept of Starblazers ( reaching to the stars ) with the tactile, industrial photography of Machined Mastery.
The resulting direction balanced vision with authenticity—forward-looking enough to communicate growth, yet grounded in the machinery, people, and environments behind Stellex’s investments. I then extended the direction across the complete website, designing the About, Our Approach, Resources, Case Studies, News, and Contact pages.
Behind the Build
There were months of work behind the scenes before the website launched—ideas explored, directions changed, and countless screens refined along the way.
There’s something beautiful about sharing the layers and the mess behind the final result. The Figma file holds the full journey from early concepts to reusable components, responsive layouts, and developer handoff—a reminder of how far an idea can travel, and that building something thoughtful takes time.
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