Stu with new branding as a loyal partner of Gen Z

Generation Z is growing up in a world full of opportunities, speed, but also uncertainty. Although many young people strive for financial independence, they often lack the knowledge to make well-founded decisions. And this is exactly where Stu comes in — with a model that focuses on the realities of life of the younger generation.

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For Jaywalker, FS Parker developed a brand new look for the youth card. The result is a brand identity that appeals to its target group and addresses it at eye level — clearly, independently, and self-confidently.

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At the heart of the new website is the claim “Stu & You”, which perfectly explains the essence of the brand. Stu is more than just a benefits program — it is a companion that offers young people security and guidance on financial issues. The bold logo, the vivid color scheme and the flexible design system give Stu a visual presence that radiates self-confidence and creates closeness.

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Stu's new branding won the prestigious Red Dot Award in the Brands & Communication Design category. The award shows how a concise, effective brand can be created from a clear strategy.