At the heart of Starlab is a young creative energy that prizes collaborative innovation. As a way to stand out from the competition, Starlab enlisted the help of CIRCLE Creative to sharpen its brand appeal. This was done in a two-fold design process: to establish visual language that speaks of its unique value proposition, and that also appeals to the brand’s target audience: conventional providers of industrial and consumer electronics solutions. What resulted from this collaboration is a professional logo that is distinct from the overly ‘corporate’ or ‘traditional’ logos of competitors, while being clear and recognizable within its industry. As a result, Starlab is more clearly aligned to its target audience and is in the right direction to fulfil its mission of solving complex problems with innovative technology.