Client
Aug 14, 2025
CEO & Co-Founder
In 2020 Erika got pregnant for the first time, at 39 years old. It was such a relief as she had also just got engaged a few months earlier and had been worried she might have been too late. She'd even gone through two rounds of egg freezing to give her some breathing room. Then, 8 week into the pregnancy she lost her baby due to COVID. She was devastated and, as a doctor, frustrated at how little understanding there was for why it had happened and how she should deal with the loss. That's when she decided to use her knowledge of medicine and her recent masters in personalized medicine and genomics to dig into the biology of fertility, pregnancy and ultimately postpartum.
Hectic was scaling fast, but their brand couldn’t keep up. The identity lacked consistency, and the website wasn’t telling the story of a company ready to lead.
We rebuilt Hectic’s brand into something modern, confident, and trustworthy. The new design system brought consistency across every channel, while the website was restructured around clarity and conversion. Messaging was redefined to speak directly to their users, reinforcing trust at every step. The outcome was more than a facelift — it was a complete rethinking of how Hectic presents itself to the world, aligning their presence with the quality of their product.
The product was strong, but the brand made it look weak. Their visuals were generic, and the website failed to inspire trust.
Hectic’s old identity was fragmented and lacked direction. Without consistency or a strong voice, it didn’t build the credibility needed in a competitive SaaS landscape. The website was cluttered, with no clear user journey, and failed to communicate the value of the product. While the platform itself was powerful, the brand created hesitation for potential clients. The challenge was not just about creating new visuals, but about reshaping perception — turning a weak identity into one that conveyed strength, clarity, and professionalism.
The rebrand gave Hectic a voice and presence worthy of their product.
The final result was a unified identity, a conversion-focused website, and messaging that clearly articulated Hectic’s value. The new brand elevated trust, made the platform easier to understand, and gave the company a sharper edge in the SaaS market. Today, Hectic’s brand reflects the ambition of its team and the strength of its product, ensuring they are not only seen but remembered in a crowded space. What once held them back now drives their growth.
