Brand Strategy | Product Design | Agency


For more than 50 years, Hastings Corporation has been the physician’s choice in ear piercing. After all, they invented the ear piercer. As a third generation inherited this family business, Hastings set out to make their iconic piercing system more accessible, as a product and as a brand.


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Leading with human.

Seeking to reposition themselves as a consumer product instead of a medical device, Hastings needed a brand overhaul that refreshed their visual identity and a website that could support their direct-to-consumer growth goals. We designed a powerful new website and digital storefront, leaving behind Hastings' clinical presence to reveal a bright, modern and refreshingly human brand feel.  



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New name, fresh start.

As we dove into Hastings' brand build, it became clear that a family legacy dedicated to quality, satisfaction and service was central to the company's brand story. Up until that point, the company had gone by CorenPS, the name of the device, itself. Once the family was aligned around rebranding as Hastings, we facilitated a comprehensive purchase of all related domains and produced a simple, timeless typographic logo that can represent the Hastings Corporation for the next three generations and beyond.



Clean, modern imagery.

When establishing an e-commerce presence, every detail of your visual brand can impact conversions and sales, so we guided the team through the selection of a new, elevated color palette and delivered a library of fresh, on-brand product photography.


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