Three directions, one clear winner.
Rather than settle on a single look early, we mapped three distinct territories to test how far the brand could lean into warmth without losing credibility as a serious AI tool. Direction 1. Professional & Minimalistic — a clean, tech-driven aesthetic emphasizing intelligence and efficiency. Direction 2. Balanced & Thoughtful — a neutral palette balancing rationality and creativity. Direction 3. Friendly & Playful — script typography and lively visuals, breaking from the cold, mechanical feel of typical AI branding. The client's favourite elements from each shaped the final direction.
A small "hi," live at WAIC 2025.
The name evolved from "Stella" to "hiStella" — a small addition of warmth that transformed a static brand into one that feels alive and inviting. We delivered the full identity system — logo, typography, colour palette, brand guidelines, presentation deck and UI/web design — ready for hiStella's debut at the 2025 World Artificial Intelligence Conference in Shanghai.
"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. R — Co-Founder, hiStella
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