When Lisa, the founder of Astraea, came to our team, she brought a clear vision and a powerful mission. Astraea is a new SaaS platform designed to help small businesses grow through intuitive software, custom websites, and automated marketing solutions. Although the market is full of systems promising efficiency and growth, Lisa knew she wanted her product to feel completely different.
With 20 years of IT experience and a decade focused on website development, she had the expertise. What she needed was a brand identity that matched the depth and potential of her new company. She wanted a celestial, space branding approach that felt timeless, empowering, and aligned with the story behind the name Astraea, the goddess of balance and truth.
To bring Astraea to life, we followed our signature process, designed to ensure clarity, cohesion, and elevated results. Lisa already had clarity around her audience and the transformation she wanted them to experience, which gave us a strong foundation to build on.
Mood Board
Next, we created an interactive Mood Board that explored three potential directions. After reviewing the story behind the name Astraea, we explored concepts that blended mythology, cosmic symbolism, and a modern SaaS aesthetic. Lisa immediately connected with Concept Three, titled Space Goddess. Instead of leaning into retro sci fi, we crafted a space branding style that felt ethereal, grounded, and elevated. It reflected the balance, truth, and intuitive energy that sit at the core of Astraea’s mission.
Lisa’s Favorite Concept:
Logo + Submarks
With the concept and color palette finalized, we moved into logo development. The final logo holds multiple symbolic layers. A guiding star represents Astraea as the user’s north star. A hidden leaf shape symbolizes balance and growth. Rounded, connected letterforms offer an approachable and fluid feel. We expanded the identity with a constellation family featuring Virgo, Pleiades, the North Star, and the Big Dipper, each chosen for meaning and emotional resonance. This phase continued to strengthen the space branding system, ensuring Astraea felt modern, mystical, and clear in its purpose.
Celestial-Inspired Typography
To complete the project, we selected typography that felt celestial yet professional.
Finished Brand Board
From there, we assembled the final brand board, outlined the brand guidelines, and exported every file Lisa would need as she launches her software into the world.
Her reaction made the process even more rewarding. She was thrilled to see her vision fully formed and ready to bring her new SaaS product to life.
Hear From Lisa:
If you are building something new and want a brand that truly reflects the level of excellence you bring to the table, we would love to support you. Reach out using our website contact form, and let our team help you bring your vision to life with clarity and confidence.
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