Rebranding a rapidly growing fintech company demands precision, clarity, and strategic restraint. Fattmerchant—later reintroduced as Stax—sought an identity that would distinguish it from competitors and position the brand as a leader in an increasingly crowded market.

The rebrand centered on redefining the company’s voice and visual language to reflect maturity, intelligence, and scalability. The resulting system included a custom logotype, logo mark, expanded color palette, iconography, motion principles, UI framework, and comprehensive brand guidelines.

Visually, the identity captures the concept of the “stack”—a modular ecosystem of tools that manage payments, financials, invoicing, and customer data within a single platform. The outcome is a refined, cohesive design system built to scale with the company’s technology and ambition.