hiStella — AI Startup Branding & Identity

The brief

An AI teammate needed a brand to match. hiStella's founders wanted more than a logo — they needed an identity for a Smart Workspace Assistant that learns, plans and supports like a human teammate, not just another AI tool. That meant translating a technical product into a brand people could actually warm to.

Year

2025

Industry

AI / Tech Startup — hiStella

Scope of work

Branding

Timeline

Brand Identity / UI & Web Design / Presentation / Brand Guidelines

The brief

Year

2025

Industry

AI / Tech Startup — hiStella

Scope of work

Branding

Timeline

Brand Identity / UI & Web Design / Presentation / Brand Guidelines

Creative directions

Three directions, one clear winner.

We developed three distinct routes — a minimal, professional tech aesthetic, a balanced and thoughtful middle ground, and a playful, character-led identity that broke from typical "cold AI" visual cues. The client's favourite elements from each shaped the final direction.

From Stella to hiStella

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.

From the client

"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, hiStella

NIOdesign®

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2026 NIOdesign® Studio

Let's build your next campaign

Tell us what you're planning — SUV Weekend, Test Drive, EOFY, Demonstrators, Used Car, Boxing Day, or something new. We'll take it from there.

Quick response.

Reach out and you'll hear back directly — no account managers, no handoffs.

Clear next steps.

After a quick conversation, you’ll have a clear scope, timeline and next step.

Founder & Designer

at NIOdesign®

Yibo Li

Ask directly

Let's build your next campaign

Tell us what you're planning — SUV Weekend, Test Drive, EOFY, Demonstrators, Used Car, Boxing Day, or something new. We'll take it from there.

Quick response.

Reach out and you'll hear back directly — no account managers, no handoffs.

Clear next steps.

After a quick conversation, you’ll have a clear scope, timeline and next step.

Founder & Designer

at NIOdesign®

Yibo Li

Ask directly

2026 NIOdesign® Studio

Let's build your next campaign

Tell us what you're planning — SUV Weekend, Test Drive, EOFY, Demonstrators, Used Car, Boxing Day, or something new. We'll take it from there.

Quick response.

Reach out and you'll hear back directly — no account managers, no handoffs.

Clear next steps.

After a quick conversation, you’ll have a clear scope, timeline and next step.

Founder & Designer

at NIOdesign®

Yibo Li

Ask directly