Stellair Branding

Positioning a Tourism Technology Company for Its Next Chapter

Stellair is a technology company serving the travel and tourism industry. Formerly known as WOW AI and WOW Agent, the company had gained early traction by focusing on exceptional customer experience. As its product suite matured and its ambitions grew, the brand no longer reflected the sophistication of the technology or the expectations of destination and travel partners.

Within tourism, perception matters. Technology providers are evaluated not just on functionality, but on credibility, clarity, and alignment with industry realities. Stellair’s brand needed to signal maturity, trust, and long-term relevance.

The Real Challenge

The challenge was structural. The company required a unified identity that could bring together its values, voice, visual system, and expanding product portfolio under a single, coherent strategy built specifically for the tourism ecosystem.

Without this clarity, Stellair risked outgrowing its own brand before the market could fully recognize its value.

As tourism organizations evaluate technology partners, brand clarity influences adoption. An immature or fragmented identity can slow trust, complicate sales conversations, and limit long-term positioning.

For Stellair, the stakes were clear:

  • The existing brand no longer matched the sophistication of the product

  • Product expansion required a cohesive naming and identity system

  • The company needed to move from early traction to long-term credibility

  • Positioning had to resonate with tourism industry decision makers

This was not a cosmetic rebrand. It was a foundational shift.

The Kingfisher Approach

Kingfisher led a comprehensive naming and brand development process grounded in tourism industry fluency and long-term product and brand positioning.

The new name, Stellair, was intentionally constructed to carry layered meaning. It drew from “stellar,” reflecting excellence and aspiration, “AI,” the company’s technological foundation, and “air,” suggesting lightness, presence, and seamless integration into travel operations.

From there, we designed a visual and narrative system inspired by the vastness and possibility of deep space. AI was positioned not as intrusive or complex, but as expansive, intuitive, and quietly transformative.

A star motif became the connective element across company and product brands, creating cohesion while signaling excellence. An atmospheric color palette and refined typography reinforced Stellair’s ambient presence within the tourism technology landscape.

Key Strategic Decisions

  • We anchored the rebrand in naming strategy, not visuals alone, ensuring clarity across the company and product ecosystem.

  • We positioned AI as supportive and integrated, not disruptive or overwhelming.

  • We built a scalable identity system that could support future products without fragmentation.

  • We tailored narrative and positioning specifically for tourism industry audiences and buying dynamics.

The Result

The rebrand allowed Stellair to step confidently into its next phase of growth.

The company emerged with:

  • A name and identity aligned with product sophistication

  • A cohesive system across company and product brands

  • Clear positioning within the tourism technology space

  • A website that clearly communicates their technology and expertise

  • Increased credibility with destination and travel partners

Stellair moved from being perceived as a promising tool to a trusted, future-facing platform.

By aligning naming, narrative, and visual systems with how tourism organizations evaluate technology partners, the brand earned credibility rather than asking for it.