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Rebranding an Amsterdam-based agentic AI startup for financial services.

JANUARY 2026

This project delivered a complete brand identity system including logo design, typography, a gradient-led color system, and imagery direction, alongside app icon design, pitch deck templates, business card design, social media templates, and brand guidelines.


MarvelX is an Amsterdam-based startup building agentic AI for the insurance and financial services industry, and they needed a brand that could hold weight in serious boardroom conversations while still feeling like a company at the forefront of something genuinely new. I built the identity around that tension: institutional confidence paired with intelligent ambition. The geometric M-mark carries a sense of movement and direction, scaling effortlessly from app icon to large-format application. A deliberate pairing of classical serif and strict monospace creates a type system that reads as both human and machine. The color system centers on deep cobalt blue, extended through luminous gradient photography that communicates precision and forward motion across every touchpoint.

MarvelX is an Amsterdam-based startup building agentic AI for the insurance and financial services industry, and they needed a brand that could hold weight in serious boardroom conversations while still feeling like a company at the forefront of something genuinely new. I built the identity around that tension: institutional confidence paired with intelligent ambition. The geometric M-mark carries a sense of movement and direction, scaling effortlessly from app icon to large-format application. A deliberate pairing of classical serif and strict monospace creates a type system that reads as both human and machine. The color system centers on deep cobalt blue, extended through luminous gradient photography that communicates precision and forward motion across every touchpoint.

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Let’s collaborate to create a brand that stands out.

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KVK: 96462825

BTW: NL004598379B03

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Let’s collaborate to create a brand that stands out.

Start a project

KVK: 96462825

BTW: NL004598379B03

X.com

LinkedIn

Instagram

Contra

Threads

Substack

Telegram

hi@samstoof.com

Copied

Let’s collaborate to create a brand that stands out.

Start a project

KVK: 96462825

BTW: NL004598379B03

X.com

LinkedIn

Instagram

Contra

Threads

Substack

Telegram

hi@samstoof.com

Copied