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Stellex Capital
www.stellex.com
Brand Strategy
UX / UI for 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 THE STRATEGIC TERRITORIES
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 AMBITION WITH AUTHENTICITY
Then I combined the aspirational concept of Starblazers 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.
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