Scaling forward by design
For the last two years, Burcu worked as the Design Lead at HockeyStack, a San Francisco-based B2B SaaS company, where she played a key role in building the HS brand as an integral part of the marketing team.
In this role, she led all in-house creative production while continuously refining the company’s visual identity to support its overall growth efforts and match its expanding vision.
B2B / SaaS
UI design
Creative & Art Direction
Content development
Video & Motion design
Visual communication design
Brand identity development
How it started
As the first person to join the team, Burcu's main challenge was to unify the few existing brand assets and create a base for a consistent visual identity, tone-of-voice, and eventually branding that is professional and attractive.
With the goal of establishing HockeyStack among key players in an industry with relatively seasoned players and presenting the brand in a way that aligned with the strong vision the founders had put forth, she crafted a bold, flexible, and dynamic visual identity that not only elevated the brand’s presence but also resonated well within its community and audience, driving engagement and awareness.
One of the formats the brand identity found expression was the product videos Burcu produced. They boomed on LinkedIn, drawing massive attention and solidifying the brand’s “relentless” edge.
These fast-paced videos became a creative magnet—not only showcasing product features but also capturing attention with dynamic storytelling and a bold style.
A short documentary by Burcu, celebrating the company's remarkable milestone of joining Y Combinator.
Content & Creative Production
Since its early days, creative content has been one of the key drivers of HockeyStack's growth. To establish and strengthen its creative core in the service of its branding, Burcu helped the company adopt a fresh creative approach in B2B, which was reflected across all of its content initiatives.
Informed and inspired by the broad content strategies, Burcu led and executed the creative production of all of the company’s content efforts. Throughout the two years, she worked independently and with her team to turn heads with well-crafted content.
The Academy: HockeyStack's knowledge hub for B2B marketers
Burcu played a key role in bringing The Academy to life by developing the hub’s branding, which drew inspiration from the main HockeyStack brand, and producing a series of content. Though The Academy started as a video-based platform, its scope extended over time to include other formats, and hence Burcu’s responsibilities in art direction and content production expanded.
The Flow: A B2B Streaming platform by HockeyStack
The Flow had been one of the earliest content initiatives of HockeyStack, evolving from a single podcast to a streaming platform that featured shows for forward-thinking professionals in the B2B space.Burcu took on the art direction and creative production of all in-house series and helped external creators develop their own shows by providing production support. Over time, Burcu's role extended beyond producing shows to include the visual design, development, and content management of The Flow platform.
HockeyStack Labs: Research at HockeyStack
HockeyStack Labs delivers in-depth reports, industry insights, and benchmarks via its Labs initiative to benefit the industry and its community with high-quality data. Burcu helped the initiative take shape as the dynamic and forward-thinking content pillar under HockeyStack branding while continuously contributing to the creation of report visuals and promotional materials to ensure the research-driven content was not only insightful but also visually compelling.
HockeyStack: Reimagined
One thing about HockeyStack, everything moves fast.
After a year of succesful collaboration, the need for a rebrand was becoming increasingly clear as the company achieved major milestones, including successful funding rounds and its acceptance into Y Combinator.
Burcu took on the responsibility of elevating the company’s visual identity to match its ambitious vision for growth.
