Strategian

AI strategy partner that empowers in-house teams.

summary

summary

I crafted Strategian’s brand and website with candycode to capture its sharp, AI-powered strategy ethos.

I crafted Strategian’s brand and website with candycode to capture its sharp, AI-powered strategy ethos.

I crafted Strategian’s brand and website with candycode to capture its sharp, AI-powered strategy ethos.

deliverables

deliverables

Brand board + Splash page

Brand board + Splash page

role + team

role + team

UX & Brand Designer w/ candycode

UX & Brand Designer w/ candycode

skills

skills

Web design

Web design

Project overview

This project was done with candycode to design a brand identity and splash page for Strategian, a stealth AI startup founded by a former VP of Google, expected to launch in 2026.

This project was done with candycode to design a brand identity and splash page for Strategian, a stealth AI startup founded by a former VP of Google, expected to launch in 2026.

problem

Strategy teams often turn to expensive, elitist consulting firms for strategic clarity, spending over a million dollars each month— resources that could be better invested back into their own teams.

solution

problem

Craft an approachable, credible brand that empowers in-house strategy teams- positioning Strategian as a trusted AI partner that brings consulting-level insight back where it belongs.

Strategy teams often turn to expensive, elitist consulting firms for strategic clarity, spending over a million dollars each month— resources that could be better invested back into their own teams.

solution

Craft an approachable, credible brand that empowers in-house strategy teams- positioning Strategian as a trusted AI partner that brings consulting-level insight back where it belongs.

what is strategian?

what is strategian?

Using the brief, I needed to define what Strategian was and the unique value it would bring to companies.

Using the brief, I needed to define what Strategian was and the unique value it would bring to companies.

Using the brief, I needed to define what Strategian was and the unique value it would bring to companies.

what

An AI-powered strategy platform

who

  • Fortune 500 companies

  • Mid-market companies that lack access to traditional strategy consulting

why

  • Bring strategic insight back in-house

  • Reduce dependence on expensive, elitist consuluting firms

  • Empower in-house strategy teams with AI-driven decision making

In summary,

In summary,

In summary,

Strategian would be a valuable tool because it is...

Strategian would be a valuable tool because it is...

Strategian would be a valuable tool because it is...

Scalable

Scalable

Accessible

Accessible

Cost-effective

Cost-effective

research

competitive research

To better understand the landscape upon I was designing on, I did some research about what the competitors were doing and what their brands felt like.

To better understand the landscape upon I was designing on, I did some research about what the competitors were doing and what their brands felt like.

competing firms

competing firms

what they do

what they do

Legacy companies that provide high-level strategy consulting and management to large enterprises on corporate strategy

Legacy companies that provide high-level strategy consulting and management to large enterprises on corporate strategy

brand personality

brand personality

  • Authoritative & Confident

  • Elite & Exclusive

  • Formal & Corporate

  • Intelligent & Analytical

what does it cost?

what does it cost?

  • These companies cost $500k-1M per month

  • Engagements typically take 3 to 6 months for large strategic initiatives

user persona

I focused on one persona for the pilot as I wanted to narrow in on the main business goal of adoption by large, Fortune 500 companies.

I focused on one persona for the pilot as I wanted to narrow in on the main business goal of adoption by large, Fortune 500 companies.

Luis Merchant

42; SF, CA

42; SF, CA

Chief Strategy Officer

Chief Strategy Officer

Highly analytical

Efficiency-obsessed

Protective

goals

  • Deliver high-quality strategy

  • Empower in-house strategy team

  • Increase efficiency of team’s output

  • Deliver high-quality strategy

  • Empower in-house strategy team

  • Increase efficiency of team’s output

Pain Points

  • Time constraints & slow workflows

  • Difficulty scaling strategy work

  • Expensive consulting cycles

  • AI is questionable

  • Time constraints & slow workflows

  • Difficulty scaling strategy work

  • Expensive consulting cycles

  • AI is questionable

research synthesis

While user research revealed that many may be cautious about trusting AI with high-stakes decisions, competitive analysis revealed an industry norm of spending $500K-$1M per month on consulting services that can take 3-6 months. This reveals that there is space and need for a faster, more efficient alternative.

While user research revealed that many may be cautious about trusting AI with high-stakes decisions, competitive analysis revealed an industry norm of spending $500K-$1M per month on consulting services that can take 3-6 months. This reveals that there is space and need for a faster, more efficient alternative.

Because trust was the biggest barrier, Strategian’s branding was essential to feel familiar and credible while remaining modern and tech-forward. By positioning AI as a human-guided companion rather than a replacement, Strategian enables companies to bring strategy back in-house- freeing up resources and empowering internal teams.

Because trust was the biggest barrier, Strategian’s branding was essential to feel familiar and credible while remaining modern and tech-forward. By positioning AI as a human-guided companion rather than a replacement, Strategian enables companies to bring strategy back in-house- freeing up resources and empowering internal teams.

the design brief

Using the brief, I needed to define what Strategian was and the unique value it would bring to companies.

Using the brief, I needed to define what Strategian was and the unique value it would bring to companies.

BRAND ATTRIBUTES

-Trustworthy

-Analytical

-Reliable

-Strategic

-Fast

DOES NOT WANT

-Cheap

-Co-Pilot

-Operational

-Human

-Narrow

BUSINESS GOALS

BUSINESS GOALS

-Product adoption by large companies

-Funding by venture capitalists

Based on this brief, it became clear that the brand needed to balance a tech-forward, luxurious feel with trust, clarity, and approachability.

Based on this brief, it became clear that the brand needed to balance a tech-forward, luxurious feel with trust, clarity, and approachability.

Based on this brief, it became clear that the brand needed to balance a tech-forward, luxurious feel with trust, clarity, and approachability.

moodboards

Given what I with the brief and my research, I presented two design boards to the client.

Idea 1: Strategian News

I wanted to push beyond typical tech aesthetics and explore something more academic and editorial. My team and I leaned into a newspaper-style design with muted, tasteful colors-borrowing from the visual language of trusted, legacy institutions- then modernized it to support an AI experience built around detailed, insight-driven reporting.

Scholarly

Trusted legacy

Non-tech feel

Idea 2: Bold, Tech-forward

This concept leans into fire symbolism- embers, warmth, and ignition- to represent how Strategian helps in-house teams "ignite their spark" and build forward from the inside out. I paired a serif fonts, halftone navigation imagery, and minimal tech elements to create a brand that felt familiar but unique.

Bold

Exploration

Technology

moodboards

Given what I with the brief and my research, I presented two design boards to the client.

Idea 1: Strategian News

I wanted to push beyond typical tech aesthetics and explore something more academic and editorial. My team and I leaned into a newspaper-style design with muted, tasteful colors-borrowing from the visual language of trusted, legacy institutions- then modernized it to support an AI experience built around detailed, insight-driven reporting.

Scholarly

Trusted legacy

Non-tech feel

Idea 2: Bold, Tech-forward

This concept leans into fire symbolism- embers, warmth, and ignition- to represent how Strategian helps in-house teams "ignite their spark" and build forward from the inside out. I paired a serif fonts, halftone navigation imagery, and minimal tech elements to create a brand that felt familiar but unique.

Bold

Exploration

Technology

moodboards

Given what I with the brief and my research, I presented two design boards to the client.

Idea 1: Strategian News

I wanted to push beyond typical tech aesthetics and explore something more academic and editorial. My team and I leaned into a newspaper-style design with muted, tasteful colors-borrowing from the visual language of trusted, legacy institutions- then modernized it to support an AI experience built around detailed, insight-driven reporting.

Scholarly

Trusted legacy

Non-tech feel

Idea 2: Bold, Tech-forward

This concept leans into fire symbolism- embers, warmth, and ignition- to represent how Strategian helps in-house teams "ignite their spark" and build forward from the inside out. I paired a serif fonts, halftone navigation imagery, and minimal tech elements to create a brand that felt familiar but unique.

Bold

Exploration

Technology

crafting the brand

the brand

Guided by fire, Strategian’s brand symbolizes momentum, clarity, and a sense of ignition. It reflects the empowerment companies gain when they move beyond the high costs and time demands of traditional consulting models.

Warm palettes, rounded UI elements, and natural imagery keep the brand grounded and human, while halftone textures and minimal layouts introduce a modern, tech-forward feel. Together, these choices reflect Strategian’s core belief: technology works best when it strengthens human judgment rather than replacing it.

the logo

The logo combines a compass and a guiding light; symbolizing direction, clarity, and trust,

The logo combines a compass and a guiding light; symbolizing direction, clarity, and trust.

An AI sparkle with its right arm breaking through the compass signals Strategian’s break from traditional consulting and its role in guiding teams toward confident, forward progress.

The logo combines a compass and a guiding light; symbolizing direction, clarity, and trust.

An AI sparkle with its right arm breaking through the compass signals Strategian’s break from traditional consulting and its role in guiding teams toward confident, forward progress.

Color pallette

Mulish a humanist sans-serif typeface that brings an openness and clarity perfect for long data-heavy reading.

typography

Aa

Aa

Aa

Society

Society

Society is a font by AllCaps Typefoundry that carries editorial roots to reinforce trust, clarity, and thoughtful decision-making—values at the core of strategic work.

Aa

Aa

Aa

Mulish

Mulish

Mulish a humanist sans-serif typeface that brings an openness and clarity perfect for long data-heavy reading.

creating the website

I started to ideate what we were trying to achieve with the website with the content and layout of the website.

design goals

Create a focused landing page that:

  • captures attention

  • communicates Strategian’s value

  • guides users toward requesting a demo

call to action

  • Requesting a demo is the primary action.

  • The CTA is intentionally repeated in the hero and contact section to reinforce its importance without disrupting the flow.

REQUEST A DEMO

notes

  • Wireframes → high-fidelity wireframes → discussing with team → iterating

  • This process was incredibly rewarding, and it was exciting to see the website come to life through the branding I created.

layout

Hero

immediately capture attention

establish Strategian’s brand, tone, and strategic credibility

Information

communicate Strategian’s core values through concise, scannable content that avoids cognitive overload.

Contact

The contact form is intentionally simple to reduce friction and encourage completion.

iterations

  • worked closely with engineer to create polished, dynamic ember effect.

  • adjusted sections so that they may fit standard viewpoints for a smoother browsing experience

  • contact form + text layout adjusted for better flow

  • changed image in information section so that it may read as “less intense” and “more inspirational”

finished product

finished product

link to website

link to website

Reflection

what info is necessary? What type of layout would provide a balanced but experience to lead the user to CTA?

results

Designed a brand and splash page from the ground up for an early stage start up

Received positive feedback from the founder and key stakeholders

Established a clear, conversion-oriented foundation for future product growth

skills improved

Communication with team

Figma, Illustrator & Photoshop Skills

Creating high-quality vector logos, mockups,

key takeaways

Research is essential when crafting a brand.

Research is essential when crafting a brand.

Research provides the foundation for meaningful design decisions. Understanding what an audience already knows—and what feels familiar, safe, or refreshing—helps ensure the brand resonates rather than overwhelms.

Clear communication with engineers is critical.

Clear communication with engineers is critical.

Design does not stop at Figma. Learning how design decisions translate into a working website reinforced the importance of clear communication with engineers. This project also taught me to advocate for design decisions—even as a junior—when they are grounded in user needs and product goals.

Design does not stop at Figma. Learning how design decisions translate into a working website reinforced the importance of clear communication with engineers. This project also taught me to advocate for design decisions- even as a junior-when they are grounded in user needs and product goals.

Designing from the user’s perspective shapes better outcomes.

Designing from the user’s perspective shapes better outcomes.

This project reinforced the importance of stepping into the user’s shoes—from screen sizes and aspect ratios to how users build trust with a product. Especially in the tech space, balancing familiarity with originality is key to capturing attention while maintaining credibility.