HockeyStack: Reimagined
For HockeyStack, a B2B SaaS analytics platform that helps companies track, analyze, and optimize their growth efforts, 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.
After a year of succesful collaboration, these shifts led Burcu to imagine a new visual identity that could better represent the company’s new scale, vision, and ambition.
B2B / SaaS
UI design
Creative & Art Direction
Content development
Video & Motion design
Graphic design
Visual communication design
Brand identity development
HockeyStack Rebrand
In just a few months, Burcu developed a new identity for HockeyStack and ensured its application across all company assets for a smooth transition. The visual and creative direction she introduced not only elevated the brand’s presence—making it more resonant with enterprise clients—but also established a flexible foundation for scalability and expansion.
Consistency, flexibility, and maturity defined the rebrand, shaping every design decision—from the refined new logo to the curation of various illustration styles, and from a more modular website design to the new product imagery that better communicates the platform features.
Bigger team
As HockeyStack scaled, so did its design needs. This presented both challenges and advantages for Burcu:
On one hand, maintaining brand consistency and quality standards that she had established became more critical and needed a special attention.
On the other hand, leading her own team and overseeing their work allowed her to step back and engage with the bigger picture, ensuring a more holistic approach to design.
Apart from managing the design needs, the growing team meant increased demand and higher expectations from other departments. With design being a central element of the company's branding, Burcu's role was critical in ensuring the company had the strongest possible representation at each client touchpoint, evoking professionalism and reinforcing the HockeyStack vision.
Better Product
HockeyStack started out as a marketing attribution tool and quickly evolved into a platform that gives large-scope revenue analytics. This fast evolution required a cohesive but diverse pool of visual assets to communicate all aspects of the product in a clear and engaging way.
A short documentary by Burcu, celebrating the company's remarkable milestone of joining Y Combinator.
Stronger brand
Over the course of two years of Burcu’s collaboration with the company, HockeyStack became one of the fastest-growing and most inspirational brands in the industry.
With a bigger team, better product, and stronger branding, the company gained a prestigious client base, diversified its content initiatives, formed important partnerships, and nurtured its dialogue with its community.
Aiming to promote and serve this growth, Burcu played a key role in centralizing design efforts for fast and high-value production, bringing taste and an understanding of branding to elevate the company to its current positioning and setting the standard for the company to dominate through design and creativity.
