Starcenter — Expanding Brand
Challenge
Transforming Starcenter from a company recognized for the brands it represents into a leading brand in its own right.
The challenge was not limited to updating a logo, but building an identity system capable of synthesizing its trajectory, capitalizing on the prestige of its represented brands, and projecting Starcenter as a solid, technological, and dynamic market player.
It was necessary to adapt it to the digital environment, improve recognizability at minimal scales, and develop an identity that could live beyond the logo, permeating offices, facades, internal communication, events, commercial actions, and the daily experience of staff and clients.
Strategy
The strategy began with a role redefinition: Starcenter needed to move from behind the brands it represents to standing alongside them, with its own identity and voice.
Visually, the logo was designed for the digital ecosystem, featuring isotypic synthesis and optimal scalability. The arrow-framed structure conveys expansion and dynamism—core company attributes—while formal details, such as the arrows integrated into the “E”s, serve as graphic resources to build a cohesive system and identity beyond the primary mark.
The blue/cyan palette reinforces its technological positioning while providing clarity and accessibility, aligning perception with internal culture. From there, a comprehensive brand environment was developed: typography, colors, textures, spatial applications, and activation guidelines.
The strategy extended beyond visuals. We developed the brand voice, claim, internal communication, events, and client activations to consolidate cultural cohesion and loyalty. The objective was clear: build a strong, autonomous brand capable of sustaining its positioning independently of the brands it represents, generating greater internal cohesion and higher perceived market value.
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