Transforming a SaaS Brand to Unlock Growth and Acquisition
The Challenge
When I joined LabStats, the company was running on a decade-old visual identity that no longer matched the strength of its product. The brand felt dated, the website was clunky, and we didn’t have the visual language to support growth. For prospects, that disconnect sent the wrong message: if the brand looked old, maybe the product was too.
The challenge went deeper than marketing. The outdated design system affected the entire user experience. The product was powerful, but the interface felt unintuitive and dated — making it hard for new customers to see value quickly. Adoption lagged, support tickets climbed, and users often relied on internal champions to navigate the software. Without a stellar user experience, the product wasn’t sticky. Renewal rates dropped, retention suffered, and that churn directly impacted the bottom line.
“Our products were underutilized and underappreciated. A lack of awareness, and education led to lower value attainment for customers and muted success for the business.”
To grow, we needed more than a new look. We needed to rebuild the brand and product experience to clearly communicate complex, abstract data in a way that felt approachable to users with a wide range of technical expertise.
The Solution
We started with a foundation in content marketing. In 2018, I launched the company’s first content marketing program, building a steady engine that drove awareness and engagement. Over the next couple of years, those efforts paid off. By 2020, organic web traffic had jumped 80.9%.
In 2021, I led a full rebrand and website redesign. This wasn’t just about making things look pretty—it was about creating a flexible design system that could work across product, marketing, and sales. I started with the basics: a new logo. I sketched hundreds of ideas by hand before landing on a mark that felt modern, yet enduring.
From there, I guided the rollout of the new identity across every touchpoint. I expanded the color palette, refined brand guidelines, and completely redesigned the website to reflect our refreshed positioning. Along the way, I worked closely with teammates across marketing, product, engineering, and the executive team,bringing everyone along, making sure each decision built alignment.
The result was more than just a visual update. Every touchpoint, from website to product interface, now reflected the core of what LabStats delivers: powerful solutions to complex data challenges.
The Impact
The results were felt across the business:
Faster growth: The refreshed brand and content strategy fueled pipeline growth, generating more leads, improving win rates, and shortening sales cycles.
Increased product adoption: Design updates drove higher customer engagement, especially in products and features that had long been stagnant.
Stronger market perception: The company’s identity finally reflected the innovation and reliability of the product, making it easier for sales to close deals and for marketing to scale.
Successful acquisition: The rebrand played a critical role in LabStats’ eventual acquisition by private equity, at a valuation far higher than expected.
The business outcomes are just part of the story. Here’s how leaders at LabStats described the impact of the rebrand and design work:
“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.”
“Beth’s work helped break down barriers that had previously existed in the business. We saw engagement increase in especially stagnant products and features.”
The Experience
One of the most important parts of this project was collaboration. I didn’t just deliver a new visual identity, I made sure stakeholders at every level were part of the journey. By explaining my design thinking in clear, accessible ways, I helped non-designers contribute meaningfully, which built buy-in and trust.
“Beth brought our entire team (including executive stakeholders) along on the design journey with her. She expertly communicated complex design ideas so every stakeholder could understand her design thinking and work approach. She solved problems faster than we could recognize they existed and made an otherwise painstaking process feel effortless to the larger team.”
The Takeaway
Leading LabStats’ rebrand and content marketing efforts showed me how powerful design can be when it’s treated as a strategic lever, not just decoration. By modernizing the brand, scaling content, and aligning design with business goals, I helped accelerate growth, build customer confidence, and directly impact the company’s acquisition.
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