A fan-data platform that had outgrown the CDP label — repositioned around fan intelligence for the leagues and teams that buy it. Organic traffic grew 29% in the six months after launch.
RoleArt Director
ServicesBranding · Web Design · Environmental Design · Sales Enablement
Impact29% organic traffic growth
01
The Business Problem
StellarAlgo sells to the business side of sport: leagues, teams and venues that turn fan data into ticket, merchandise and sponsorship revenue. It had signed a league-wide NBA partnership covering all 30 teams and was serving more than 130 sports properties — but the brand still told its startup story, a no-code segmentation tool filed under the generic CDP label. The label understated what buyers were actually purchasing, and the identity had not kept pace with the platform it had become.
The table the brand has to sit at: StellarAlgo’s mark alongside the NBA, NHL, NFL, MLS and the Yankees. A startup-era identity would have looked borrowed in this company — the reposition had to earn the seat.
02
The Strategic Insight
The category was the constraint
Buyers were not shopping for another CDP. They were buying fan intelligence — knowing who their fans are, reaching them precisely, and proving the value of that audience to sponsors. Reframe the story from data plumbing to fan relationships, and the platform’s depth becomes the selling point instead of a feature list.
Fan intelligence, pictured: the imagery leads with the people behind the data — the fans whose attention is the product’s whole inventory.
03
The Design Execution
01
Modernize without erasing
Evolved the visual identity while preserving the energy and recognition the market had already bought into — a repositioning existing partners could follow, not a reset they would have to re-learn.
02
One system, every surface a deal touches
Extended the identity across the website, environmental graphics, and the sales-enablement materials that reps carry into league and team boardrooms.
03
Design for growth
Restructured messaging and the website around key stakeholder needs, creating clearer pathways for leagues, teams, and entertainment partners.
Environmental: “Turn Up the Passion” at architectural scale. The system had to survive a wall, not just a webpage.One identity across web, mobile and tablet — the surfaces leagues and teams actually evaluate during a sales process.
04
The Measurable Result
29%increase in organic web traffic within six months
A clearer position beyond the traditional CDP category
A scalable identity serving 130+ sports properties and partners
Gallery
Ownership
Freddy served as Art Director, setting the creative direction and guiding the identity, website, environmental applications, and sales-enablement expression in collaboration with the credited design and development team.
Credits
ClientStellarAlgo
Art DirectorFreddy Meynard
DesignersAnamaria Triana, Sara Niinimaa, Ihor Saveliev
