StakeOne began as an early product idea inside Stake: a premium product for owning a whole property, rather than a fraction of one.
The core Stake product is built around fractional property investment. StakeOne was aimed at a different kind of investor, so it needed to look and feel distinct enough to carry that journey.
When I started, it had nothing to show anyone. No logo, no brand direction, no visual identity, no pitch deck style and no landing page direction. I took the initiative and led the early brand exploration myself.
My role
My work went from first logo concepts to a direction stakeholders could sign off. That meant:
- Exploring early logo concepts
- Defining the first visual direction for StakeOne
- Styling presentations and pitch decks
- Exploring website hero directions
- Pushing the look and feel darker and more premium
- Helping product, marketing, sales, operations and leadership picture the opportunity
The challenge
StakeOne had to feel connected to the wider Stake brand, but different enough to stand on its own. And it had to work for a lot of people at once:
- 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
It also had to happen quickly, without a dedicated brand designer.
The idea
The logo concept came straight from the product: owning one whole property, rather than a fraction.
I looked for 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”. It tied the brand to the product promise:
One property.
One owner.
One premium investment opportunity.
Building the visual direction
With the logo direction in place, I tested how the identity held up in context: title deck concepts, landing page directions and website hero explorations. Along the way the brand moved darker, with deep backgrounds, glowing gradients and bolder compositions, which gave StakeOne a more sophisticated presence for investors.
Outcome
The brand work ended up in the app, the waitlist page, user-facing and investor-facing marketing, and the investor pitch decks. It gave product, marketing, operations, sales and leadership a shared picture of what StakeOne was, and a stronger footing for discussing StakeOne with investors.
It also supported the case for greenlighting full MVP development. The founders responded well to the direction, and the CTPO approved it.
Before launch, an external designer was brought in to refine the logo and explore more concepts before the final mark was chosen. My part was the early strategic and visual groundwork that helped StakeOne become real inside the business.
See StakeOne as it launched (opens in a new tab), or read the full StakeOne case study.
