Case Study | Starlyng

The Challenge

Early Concepts:

The primary challenge was to create a name and brand identity that steered clear of the heavily saturated military-inspired branding common in the drone defense industry. The goal was to establish a distinctive presence that communicated effectiveness and innovation without resorting to the clichéd motifs of shields, and the typical blue and gray color palettes. Furthermore, the business’ name needed to reflect the company’s consumer and commercial enterprise focus vs. many of their competitor’s military applications.

Solution: Look to Nature

Our creative journey began with an in-depth exploration of macro themes, leading us to nature, and more specifically, the Starling—a small bird renowned for its captivating murmuration patterns and its unique diet of insects, specifically, bees. This natural phenomenon of coordination, strategy, and sustenance provided a perfect metaphor for the company’s Drone Defense technology. The bird’s ability to move in harmony and its means of sustenance paralleled the proactive and coordinated defense mechanisms against drone threats.

The naming process inevitably resulted in a slight modification of its inspiration –  “Starlyng.” This name not only pays homage to the eponymous bird, but also encapsulates the essence of the animal’s agility, coordination, and protection, positioning Starlyng naturally as a leader in its field.

Inspiration

In developing Starlyng’s brand identity, we consciously decided to break away from the industry’s norm of military references. Instead, we chose a vibrant high-contrast yellow and black, symbolizing caution and vigilance, essential attributes of the technology. This choice of color also served to differentiate Starlyng in the market, making the brand visually distinct and uniquely memorable.

The use of yellow also implies a sense of innovation, alertness, and safety. The identity extends across all touchpoints, creating a cohesive and impactful presence that stands out in a crowded marketplace.

Yellow and black duotone image of tractor in a field with white wavy horizontal lines behind it.

Outcome & Conclusion

Starlyng’s brand creation has been instrumental in positioning the company as a trailblazer in the drone defense industry. The thoughtful naming and distinctive visual identity have effectively resonated with the target market, setting Starlyng apart from competitors and establishing a strong foundation for recognition and growth.

The Starlyng project exemplifies Quartermaster’s ability to think outside the conventional branding norms of an industry, creating a unique and compelling layered brand system with conceptual depth and intent. Through research, creative inspiration, strategic thinking, and a deep understanding of our client’s vision, we crafted a brand that positions Starlyng for lasting success in the global market.

Animated expression of the lines of symmetry used in the final Starlyng logo.
Black, blue and yellow squares with the Starlyng icon on them and horizontal wavy lines.
Grid of pages from the Starlyng brand guidelines at a vertical diagonal angle.
Magazine ad mockup for Starlyng showing a drone flying over a city with graphic wavy horizontal lines and the headline ‘The leader in municipal and commercial sky security solutions’.
Starlyng branded stationery set including folder, letterhead, business cards, envelopes, and greeting cards.
Macbook laptop open to a page on the Starlyng website on a white background.