hiStella AI Startup Branding Success | NIOdesign Case Study
- Yibo Li
- Aug 4
- 3 min read
Updated: Sep 15
1. Intro: From Stella to hiStella
When hiStella tasked us with branding their AI workspace assistant, they wanted an identity as intelligent and human as their product. Our three creative directions for ‘Stella’ evolved into ‘hiStella’—a name that greets users warmly and builds instant connection, transforming the brand into a standout success at 2025 WAIC (World Artificial Intelligence Conference).
2. Understanding the Vision
In the early discussions with the co-founder Yizhou and Rachel, we learned about their vision: to create a Smart Workspace Assistant powered by AI, a product that doesn’t just help manage files and automate tasks, but actively learns your work patterns, suggests actions, and plans ahead for you. It’s a personal AI Agent designed to quietly support you, much like a human teammate.
To bring hiStella’s vision to life, we immersed ourselves in their world—understanding their AI assistant’s unique role and audience. This became the starting point of our AI branding case study, leading us to explore three distinct creative directions for the original ‘Stella’ name, each reflecting a different facet of their brand. Below, see how we visualized these concepts.
3. Three Creative Directions
Concept 1.
Professional & Minimalistic Tech Aesthetic
A design that aligns with current AI brand trends, emphasizing intelligence, efficiency, and a clean, tech-driven look.
Concept 2.
Balanced & Thoughtful
A more neutral palette with a balance between rationality and creativity, creating a visual identity that feels both modern and approachable.
Concept 3.
Friendly, Playful, and Full of Life
This concept broke away from the cold, mechanical feel often associated with AI. Using script typography and lively visuals, it aimed to make the brand feel more like an intelligent companion than a tool.
4. Evolving into hiStella
During the proposal meeting, the client appreciated all three directions. After gathering internal feedback, they decided to combine elements from each — selecting what best fit their brand’s needs.
the visual identity took shape, the name evolved from Stella to hiStella (你好星识) — adding a friendly greeting that brought more warmth and personality to the brand. We explored multiple typographic treatments, and the italic “hi” stood out for its subtle energy and inviting feel.
5. Bringing the Brand to Life
A few months later, hiStella (你好星识) made its debut at 2025 WAIC in Shanghai. Seeing people stop by the booth, curious and eager to learn more, was the best validation of all. The brand was no longer just a concept on a screen — it was out there, interacting with the world.
Looking back, the minor addition of ‘hi’ transformed a static brand into one that feels concise, alive, and inviting—driving curiosity at its 2025 WAIC debut, just like the AI assistant it represents.
Client Feedback
"We’re thrilled with the branding work NIOdesign delivered—our hiStella brand truly stood out at the 2025 WAIC crowd. We’re excited to continue partnering with NIOdesign, including Yibo, for product and UI design, and we’re grateful for bringing our vision to life."
-Rachel
Co-Founder at hiStella AI
Deliverables
Our Branding for hiStella Here’s what we delivered to bring their vision to life:
✅ Logo Design – A standout identity that launched at 2025 WAIC
✅ Color Palette & Typography – A cohesive look that reflects warmth
✅ Presentation – Tools to pitch their brand with confidence
✅ Brand Guidelines – A roadmap for consistent growth
✅ Website and UI Design – A user-friendly digital presence
Ready to define your smart brand identity?
Let’s start the journey—contact us at niodesign.com.au, email niodesign@hotmail.com, call +61 406 330 369, or book a free consultation today.
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