The Challenge
Adam Cohen had the kind of idea that stops people mid-conversation: let drivers earn money for the miles they're already driving, while giving brands measurable, street-level reach that no digital ad can replicate.
The concept was sharp, the technology was patented, and the pitch landed rooms. But the brand didn't.
STIC's existing identity looked nothing like the $100 million company it was positioning itself to become — and with a national debut at AdWeek's Mediaweek in New York City locked in for October 2024, the window to fix that was narrow.
Emery was brought in to build the brand from the ground up, on a sprint.
After
Before
Before
After
The Awakening
Starting from the insight that the driver is the hero — not the brand, not the advertiser — Emery crafted a brand identity built around earned confidence and community.
Equal parts tech-savvy and street-level authentic, the STIC brand needed to feel like a "hell yes" to a gig economy driver scrolling at a red light, and like a serious media partner to a CMO at a Fortune 500.
Emery delivered both: a complete visual identity, a flagship website, launch videos, and Times Square billboard advertising — all built to make STIC impossible to ignore at its national debut.
Logo Marks
Primary Mark
Reverse
Brand Development
The Transformation
STIC made waves at AdWeek's Mediaweek event in New York on October 29, 2024, arriving with a brand presence that matched the scale of its ambition.
The company had raised $1.55 million in pre-seed funding at a valuation of $16.8 million going into launch — and the momentum hasn't stopped since.
In December 2025, STIC announced a $10 million bridge round led by Accretion Capital, bringing its total valuation to $200 million, with plans to expand across more than thirty U.S. states and Canada.
The foundation Emery built gave STIC a brand worthy of the trajectory Adam always knew it had.
