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 beyond marketing. The outdated design system also hurt the user experience. We needed a way to communicate complex, abstract concepts to users with a wide range of technical expertise.
“Our products were underutilized and underappreciated. A lack of awareness, and education lead to lower value attainment for customers and muted success for the business.”
I knew we needed to modernize, not just to look better, but to build trust, shorten sales cycles, and increase adoption of a complex SaaS product.
The Solution
As Brand Marketing Manager, I led content and brand initiatives from idea to execution. In 2018, I launched LabStats’ first-ever content marketing program, building a steady engine that grew traffic and awareness. By 2020, those efforts increased organic web traffic by 80.9%.
In 2021, I spearheaded a full rebrand and website redesign at LabStats. The goal wasn’t just aesthetics, it was to create a flexible design system that worked seamlessly across product, marketing, and sales. I started with the foundation: a new logo. Sketched by hand, it went through hundreds of explorations before we landed on a mark that felt both modern and enduring.
Throughout the process, I brought the entire organization along—marketing teammates, product leaders, engineers, and executive stakeholders—making sure every voice was heard and every decision built alignment. From there, I expanded the color palette, refined the brand guidelines, and redesigned the website from top to bottom with the new identity applied. From positioning to execution, I guided the brand update so that every visual touchpoint reflected what the product 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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