STEY GOLD
Stey Gold is a new category of luxury built to bold, unapologetic self-expression.
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They’d experienced significant growth and achieved great success over the years, but despite a proven process and deep expertise, Second Life Mac’s story wasn’t standing out in a space full of shady players and transactional language.
To help the Second Life Mac team accomplish their goals of modernizing their identity and becoming the foremost leader in their field, we refreshed their brand with a smarter, more strategic story and identity that repositioned them as the education world’s most trusted refresh partner.
(87)BrandLaunch
Brand Focus
Brand Strategy
Brand Name
Verbal Identity
Visual Identity
(01) Brand Focus
Timeless elegance meets bold self-expression.
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Stey Gold wasn’t entering an existing category; they were creating one. They needed a strategy to educate, entice, and empower, so we leaned into the product's duality. Classic gold meets cutting-edge cool. Not just a look, but a bold lifestyle choice.
After two days of collaborative workshops involving positioning, audience segmentation, and language development, we framed Stey Gold as a new kind of luxury. An alternative to nail polish and gaudy press-ons that was sustainable, expressive, and built to last. Gold nails that go with you everywhere, from front row to rooftop to red carpet.
Brand Action Items
87BrandFocus Workshop
Brand Core & Audit
Vision, Mission, & Values
Audience & Personality
87BrandSpark
(02) Brand Design → Brand Name
A name as timeless as the product itself.
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When you’re designing an entirely new brand, the name should always come first. After working with the clients to outline their goals and preferences for the name, we knew we wanted a name that was elegant, memorable, and evocative of the offering.
The name “Stey Gold” is bold, playful, and memorable, but it’s also a utilitarian call to action. It challenges the audience to raise their standards. It speaks to the everlasting quality of the 14-karat gold the product is made of, as well as its press-on nature. What’s more, “Stey” is a word that’s used to describe a steep slope or cliff, alluding to the high standards it delivers on.
Naming Workshop
Trademark Screening
Brand Name Story
Product Naming Construct
Domain & Social Handles
(02) Brand Design → Visual Identity
Dripping in details.
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Stey Gold’s visual identity was designed to mirror the product itself, luxuriously simple, meticulously crafted, and unmistakably original. We developed a brand system anchored in rich gold tones, tactile textures, and high-contrast typography that oozes quiet sophistication.
Photography and layout were built around the principle of flair without care. Every scene evokes a sense of effortless elegance, with editorial-style compositions and flash-lit moments that feel like stolen glimpses into a very fabulous life.
Brand Storyboards
Visual Identity
Art Direction
Photography Style
Product Photography
Typography
Brand Guidelines
“Honestly? Write whatever you want. I absolutely loved working with you guys to build this brand and would recommend you to every entrepreneur I know. We couldn’t have launched without your help and support.”
Zak Dabbas, Co-Founder, Stey Gold
(02) Brand Design → Brand Voice
Fashion forward, but never flashy.
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WWe built the brand voice around quiet confidence, think “Hailey Bieber cool girl” energy with a hit of downtown attitude. It’s bold but never brash. Sophisticated but never stiff. And always rooted in self-expression.
Headlines like “Forged for fierce fingers” and “There’s nothing more bold than gold” capture the blend of indulgence and intention. And a flexible headline construct of “Stey _____” challenges (Stey Fierce, Stey Proud, Stey Gold) gave the clients an easy, repeatable copy framework to help them grow, campaign after campaign.
Personality
Tonality Pillars
Brand Voice Guidelines
Manifesto
Messaging Toolkit
Storytelling Framework
Headline Construct
(03) Brand Activation
A luxury that’s made to (im)press.
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Stey Gold launched with a bold, magnetic brand that’s already turning heads. It’s a new gold standard, not just in nails, but in the way a luxury startup can tell its story with style, confidence, and staying power.
Brand Guidelines
Packaging & Swag
Marketing & Collateral
Presentation Design
Leadership Guidance
Ongoing Brand Support
