Coulson Capital

Overview

A new identity for a growing portfolio.

Coulson Capital runs a portfolio of independent brands in media, health, wellness, biotech, and community.

As part of Coulson Capital’s in-house media team, I was asked by founder Foster Coulson to retire the Stardust Group brand and relaunch the parent as Coulson Capital. I led the rebrand and website so the growing portfolio reads credible, clear, and easy to scale.

Role

Rebrand, visual identity, website development

Deliverables

Logo, web design in Figma, WordPress development, brand materials

Challenge

Making the company easier to understand.

As the portfolio grew into media, health, wellness, and biotech, the playful Stardust brand and dated site no longer matched the business. Foster Coulson asked me to rebrand it as Coulson Capital with a sharper identity and a modern, “killer and cool” site that tells the story fast.

Visual identity

Finding the mark through iteration.

Through successive logo explorations, we arrived at a brushed C: a simple form with a distinctive texture that could work across digital and brand applications.

Brand system

A focused palette and a flexible visual language.

The previous identity leaned toward an elegant, generic lifestyle aesthetic. The new system centered on a gold C, a black–white–gold palette and consistent typography to give the parent company a clearer presence.

The brushstroke texture retained a human touch, while the restrained palette and layouts connected the website, brand materials and motion applications.

Website

Turning a logo wall into a navigable portfolio.

I designed the site in Figma and developed it in WordPress, replacing the old logo wall with a structured portfolio. A clear hero, calls to action and company tiles made each business easier to explore.

Reusable page structures and a modular CMS allowed the team to add brands as the portfolio grew.

Rollout

Bringing the identity into everyday use.

I extended the brushstroke identity into motion, banners and digital collateral. The mark, palette and typography connected investor materials, LinkedIn, website assets, social feeds and video introductions.

Deliverables

LinkedIn, website, social media, video intros

Outcome

One identity across the brand and website.

The rebrand replaced Stardust with a consistent identity and a website built around the portfolio. The new system gave Coulson Capital a clearer way to present its businesses to investors, prospective talent and other audiences, with reusable structures for future growth.