StellarAlgo’s brand refresh results in +29% organic traffic.

At a glance

Challenge

• Communicating value beyond CDP
• Resonating with different audiences
• Outgrowing brand identity

Solution

• Clarify value proposition of platform
• Revamp website for specific audiences
• Modernize brand identity

Results

• Organic traffic grows +29% within 6 months
• NBA takes a “meaningful” equity stake
• Serves 130 properties and their partners

In 2016, StellarAlgo launched as a basic fan insight and no-code segmentation tool. The original brand was simple and stark — it fit the “lean and mean” startup. But the company and platform continued to evolve. Five years later, the brand visuals didn’t accurately reflect StellarAlgo’s energy and passion for the industry or their approach to modern innovation.

Website messaging also needed an update. StellarAlgo had positioned the platform as a Customer Data Platform (CDP) but that no longer captured the full depth or breadth of its features or how the platform was being leveraged in the sports and entertainment industry.

“As the company has grown (rapidly), we realized we had outgrown our brand. To really lead the charge on industry innovation, we knew we had to make a bold move,” says Vincent Ircandia, CEO and Co-founder.

Deep audience understanding

StellarAlgo isn’t just for marketers, analysts, or data scientists; it’s for everyone involved in understanding or engaging fans. Repositioning the tool as an optimal choice for all of these different segments and making it easy to understand how the platform helps unify, identify, and engage fans was critical to the rebrand’s success.

Web copy that resonates

One of the most fundamental services Tiller provided was helping pivot copy away from what the product is (e.g., a type of CDP) to who it’s for and how they can use it. We reorganized all product pages according to the teams that use them and then kept the words on the page tightly focused on the specific needs of each audience, always favoring user benefits over technical jargon.

We also created dedicated solution pages for major leagues, emerging leagues, live events, and more. These pages were designed as hubs to house relevant product info, news articles, and marketing strategies. These pages also double as landing pages for sales enablement.

Revitalized brand identity

Team Stellar was loud and clear in their desire to preserve their iconic brand mark: a notched semi-circle representing a dial. Tiller happily accommodated and landed on a version that paid homage to the original, but moved the dial back to show how StellarAlgo helps sports and entertainment brands accelerate success — and communicate that there’s always room for more!

We evolved StellarAlgo’s brand color and composition. Black and gold lacked the energy and excitement they wanted to convey. To capture the passion of modern sports fans, we went bold — bright fuchsia, teal, and blue — often combined into patterns and energetic waves.

“As we brought the new brand to life on our website, we committed to making our language accessible to everyone. You’ll find less technical jargon and more emphasis on the value we can create together,” Vincent says.

StellarAlgo’s new brand and updated website clarifies who they are, who they serve, and how their platform drives results for sports and entertainment properties and their partners. The new visuals elevate the brand and messaging resonates better than ever with prospects.

“Tiller has a deep understanding of the SaaS technology landscape with the vision, skills, and experience to help us execute at the highest level. They are everything I could have hoped for from an agency partner, and more, which is why they’ve become an invaluable extension of our marketing function as we continue to scale,” says Shannon McClennan-Taylor, Marketing Manager.

Within six months of introducing the world to the ‘new’ StellarAlgo, organic web traffic increased by 29%. More importantly, StellarAlgo leveraged the fresh, authoritative brand and messaging during talks with potential partners. Soon after the launch, the NBA partnered with StellarAlgo, taking an undisclosed, but “meaningful,” equity stake.

Today, StellarAlgo serves over 130 sports properties and their partners, including the NBA, NHL, MLS, and NFL. David Lee, head of NBA Equity, told The Logic that the partnership with StellarAlgo will enable the league to better “navigate and customize the fan experience.” StellarAlgo has also attracted clients beyond sports, including Toyota, Levi’s, Skip the Dishes, and more.