Creating the early brand identity for StakeOne

StakeOne began as an early product initiative inside Stake: a new, more premium property ownership product focused on full-property investment.

Unlike the core Stake product, which centred around fractional property investment, StakeOne needed to feel more elevated, more exclusive, and distinct enough to support a different type of investor journey.

At this stage, the product had no logo, no brand direction, no visual identity, no pitch deck style, and no landing page direction. I took the initiative to lead the early brand exploration independently, helping turn the idea into something stakeholders could understand, align around, and sell.

My role

I led the initial logo and brand exploration from concept to stakeholder-ready direction.

This included:

• Exploring early logo concepts

• Defining the first visual direction for StakeOne

• Creating presentation and pitch deck styling

• Exploring website hero directions

• Establishing a darker, more premium look and feel

• Helping product, marketing, sales, operations, and leadership visualise the opportunity

The challenge

StakeOne needed to feel connected to the wider Stake brand, but differentiated enough to stand as its own premium offering.

The brand had to work for multiple audiences:

• Higher-net-worth investors

• Existing Stake users ready for larger opportunities

• International buyers

• UAE-based property investors

• Internal teams and external investors evaluating the opportunity

The challenge was to create something quickly that could communicate trust, ownership, sophistication, and scale — without the support of a dedicated brand designer.

The idea

The core logo concept came from the product proposition: owning one whole property, rather than a fraction.

I explored ways to bring the idea of “one” into the wordmark and landed on a negative-space approach, placing the number “1” inside the “O” of “One”.

This created a simple conceptual link between the brand and the product promise:

One property.

One owner.

One premium investment opportunity.

Building the visual direction

Once the logo direction was established, I explored how the brand could extend across key touchpoints.

I created title deck concepts, landing page directions, and website hero explorations to test how the identity could feel in context. Through this process, the brand moved towards a darker and more premium visual language, using deep backgrounds, glowing gradients, and bolder compositions to give StakeOne a more sophisticated investor-facing presence.

The direction was refined through my own design judgement, peer design feedback, and stakeholder feedback.

Outcome

The early brand work helped StakeOne move from an abstract product idea into a credible product direction.

It was used across the app, waitlist page, user-facing marketing, investor-facing marketing, and investor pitch decks. It helped Product, Marketing, Operations, Sales, and leadership understand the opportunity more clearly and gave the business a stronger foundation for discussing StakeOne with investors.

The work helped support the case for greenlighting full MVP development. The founders responded positively to the direction, and the CTPO approved it.

Before launch, an external designer was brought in to refine the logo and explore additional concepts before the final mark was selected. My work established the early strategic and visual foundation that helped StakeOne become real inside the business.

View the final output here