STELLAR
Health-Tech Brand & Product System for Market Launch
1/9 Project Overview
STELLAR is a health-tech startup introducing an orbital brushing technology designed to improve gum care and sensitivity treatment.
The goal was to build a scalable brand and product system - from strategic positioning and identity to digital interfaces and packaging - ready for market launch.
Role: Design Lead - Brand & Product Systems
Scope: Brand strategy, identity system, digital ecosystem, product UI, packaging
Focus: System architecture, visual direction, cross-functional alignment
Market: United States
Stage: Product in development
Duration: 2022–2023
The goal was to build a scalable brand and product system - from strategic positioning and identity to digital interfaces and packaging - ready for market launch.
Role: Design Lead - Brand & Product Systems
Scope: Brand strategy, identity system, digital ecosystem, product UI, packaging
Focus: System architecture, visual direction, cross-functional alignment
Market: United States
Stage: Product in development
Duration: 2022–2023
2/9 The Challenge
• Enter a saturated oral care market dominated by legacy brands
• Communicate a new brushing technology clearly and credibly
• Balance medical authority with modern, premium positioning
• Create a unified system across brand, digital, and physical product
The brand needed to feel innovative yet trustworthy - differentiated but not experimental.
• Communicate a new brushing technology clearly and credibly
• Balance medical authority with modern, premium positioning
• Create a unified system across brand, digital, and physical product
The brand needed to feel innovative yet trustworthy - differentiated but not experimental.
3/9 Strategic Approach
The positioning centered on intelligent self-care - shifting perception from routine hygiene to precision-driven health.
Key strategic principles:
• Science-forward but emotionally reassuring
• Premium, minimal, and system-driven
• Built for scalability across future SKUs
The visual language had to communicate credibility without looking clinical or sterile.
Key strategic principles:
• Science-forward but emotionally reassuring
• Premium, minimal, and system-driven
• Built for scalability across future SKUs
The visual language had to communicate credibility without looking clinical or sterile.
4/9 Design Leadership & Ownership
I defined the overall visual direction and system architecture, ensuring cohesion across identity, product, and packaging.
Led alignment between marketing, product, and development teams to translate positioning into scalable execution.
Oversaw decision-making from concept through implementation - maintaining clarity, consistency, and long-term system thinking.
Maintained strategic clarity and visual consistency across all stages of execution.
Led alignment between marketing, product, and development teams to translate positioning into scalable execution.
Oversaw decision-making from concept through implementation - maintaining clarity, consistency, and long-term system thinking.
Maintained strategic clarity and visual consistency across all stages of execution.
5/9 Key Decisions
• Introduced a deep green palette to differentiate from sterile clinical competitors while maintaining medical credibility
• Integrated the orbital motion metaphor into visual language and UI logic to connect product mechanics with brand storytelling
• Built a modular brand system designed to expand across future product lines
• Prioritized minimal typography and structured layouts to reinforce precision and trustEvery design decision supported system scalability rather than isolated aesthetics.
• Integrated the orbital motion metaphor into visual language and UI logic to connect product mechanics with brand storytelling
• Built a modular brand system designed to expand across future product lines
• Prioritized minimal typography and structured layouts to reinforce precision and trustEvery design decision supported system scalability rather than isolated aesthetics.
6/9 Brand System
A modular visual system designed for flexibility across digital and physical touchpoints.
• Logo & identity
• Typography system
• Color hierarchy
• Motion principles
• Brand guidelines
The system ensures consistency while allowing adaptability across marketing, product, and retail environments.
• Logo & identity
• Typography system
• Color hierarchy
• Motion principles
• Brand guidelines
The system ensures consistency while allowing adaptability across marketing, product, and retail environments.
7/9 Digital & Product System
The digital ecosystem was designed to support education, credibility, and conversion.
• Marketing website with structured product storytelling
• Feature breakdowns and technology explanation
• App interface concept aligned with orbital interaction logic
• Dashboard components reflecting system hierarchy
UI patterns were built to align with brand architecture - reinforcing visual and interaction consistency.
• Marketing website with structured product storytelling
• Feature breakdowns and technology explanation
• App interface concept aligned with orbital interaction logic
• Dashboard components reflecting system hierarchy
UI patterns were built to align with brand architecture - reinforcing visual and interaction consistency.
8/9 Packaging & Go-to-Market
Packaging was developed as an extension of the brand system.
• Clear product hierarchy
• Premium retail presence
• Print system aligned with digital identity
• Structured layout system for scalability
The packaging reinforces the precision-driven positioning while remaining accessible to consumers.
• Clear product hierarchy
• Premium retail presence
• Print system aligned with digital identity
• Structured layout system for scalability
The packaging reinforces the precision-driven positioning while remaining accessible to consumers.
9/9 Impact
• Delivered a scalable brand and product ecosystem ready for market entry
• Established unified visual architecture across digital and physical touchpoints
• Created a foundation for long-term brand expansion and product evolution
• Ensured strategic consistency from concept to launch
• Translated strategic positioning into a cohesive visual narrative across all touchpoints.
• Positioned the brand for scalable growth and long-term product expansion.
• Established unified visual architecture across digital and physical touchpoints
• Created a foundation for long-term brand expansion and product evolution
• Ensured strategic consistency from concept to launch
• Translated strategic positioning into a cohesive visual narrative across all touchpoints.
• Positioned the brand for scalable growth and long-term product expansion.
Currently open to new opportunities
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