The Challenge

The brand was so outdated it had become a liability. For prospects, the visual disconnect raised questions about the product itself — if the brand looked old, maybe the software was too. Internally, the problem ran deeper: without a coherent design system, the product interface felt unintuitive, new users struggled to see value quickly, and adoption lagged in features that were technically strong but visually underserved. Renewal rates dropped, retention suffered, and that churn hit the bottom line directly.

The company needed more than a new logo. It needed a design system that could work across product, marketing, and sales, and a way to bring executive stakeholders along without losing them in the process.

The Response

I led the full rebrand as Creative Director, from initial concept through rollout across every touchpoint. That included a new logo, expanded color palette, refined brand guidelines, a complete website redesign, and a flexible design system that could scale across product, marketing, and sales without starting from scratch each time.

Stakeholder alignment was as much a part of the job as the design itself. I brought the executive team along at every stage by communicating design thinking in accessible terms, creating structured feedback loops, and building buy-in before decisions were finalized rather than after. By the time the rebrand launched, it had genuine organizational support, not just approval.

"Beth brought our entire team — including executive stakeholders — along on the design journey. She made complex ideas easy to understand, built trust quickly, and turned what could've been a painstaking process into an effortless one."

— Brett Ryan, Marketing Director, LabStats

The Result

The rebrand accelerated growth across every major KPI: more leads, improved win rates, shorter sales cycles, and increased engagement in products and features that had long been stagnant. The design work also played a direct role in the company's eventual private equity acquisition, at a valuation meaningfully higher than it would have been without it.

"Beth's work brought our company out of 2010 and made our products and marketing outreach look as good as they actually performed. The before and after of virtually every important growth KPI improved after Beth completed the bulk of her design work."

— Brett Ryan, Marketing Director, LabStats