Josh Lowman
Creative Director, Founder
In their own words
The homepage hero panel opens by naming the category we created, and then makes a bold claim about what Staris does.
A separate star icon felt too generic, so folding that shape into the wordmark gave us something subtler and more distinctive.
We wanted to pull from space without it turning theatrical or overly sci-fi.
We knew we wanted something that was extremely identifiable and differentiated at a glance.
Eliott Grunewald’s Herbus had such unique characteristics with these big sweeping curves of the cap ‘A’ and ‘S’ that, when set tightly, had all the drama, urgency, and romance of racing.
We chose Sharp Sans as the starting point for the logotype, in part for its bold character.
We knew that showing food in some form would be crucial to helping the audience connect with the brand’s humanity and higher purpose, and we also wanted the brand to feel bold and iconic.
When shoot day came, the art direction our team needed to do was minimal, mostly the casting of fruits and vegetables.
Articles & interviews4
- Gold Front Rebrands Staris as Futuristic AI Security Platform
Gold Front has rebranded AI security platform Staris with a futuristic identity that situates the brand in a sci-fi-inspired world. The design features a custom wordmark with a star cutout, a deep gradient palette of purples and magentas, and a typographic system by Florian Karsten. The rebrand defines a new product category, 'Total Context Product Security,' and integrates storytelling across the website and visual identity.
- Gold Front Revamps Education Elements with Human-Centered Design
Gold Front has rebranded Education Elements, a change management consultancy in the education sector, with a new strategic positioning, visual identity, and website. The design balances structure and humanity through geometric forms, hand-drawn details, and a refined typographic system. The refreshed identity emphasizes local community engagement and continuous improvement in education.
- Gold Front Rebrands Apex Wheels for Racing Performance Leadership