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Helm Services

Stripe Inc., 2019

Helm is an operational services company that works with some of the world’s most ambitious organizations. A subsidiary of technology firm Stripe, it serves as its command center providing technical support services to software users of Stripe. Choosing Baltimore as its inaugural headquarters, Helm saw the city’s unique combination of world-class educational institutions and diverse workforce and is looking forward to forming strong ties with the community and contributing to its culture of innovation.

Ashton worked with Helm Services to build the identity system from the ground up. Inspired by Baltimore’s culture of community and history as a major industrial harbor, a dynamic grid system was developed to communicate Helm’s friendly and forward-looking tone and voice.

Identity / Print / Web
Identity Development
Logo Design
Promotional Materials
Marketing Collaterals
Web & Mobile Site Design

To communicate control and command, we drew inspiration from maritime signal flags and the grid system of shipping containers. This became the focal point of the identity.


Tertiary interpretation of primary flag colors brought about a friendly and approachable feel to the brand.


Building upon the command center concept, a grid system is used as a framing device giving the brand a distinguishable style. 


A recruitment website was developed as a tool to staff 200 positions in the entire company. It gives direct and easy-to-understand information on how Helm operates.


To onboard new team members, a welcome kit was produced in line with the Helm spirit of community.


Helm’s goal was to collaborate with a local Baltimore firm that knew how to speak its language and knew its people by heart. With this collaboration, the quirky and fun vibe of the city was captured and put front and center.