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.


Seeking to re-position themselves as a consumer product instead of a medical device, Hastings needed a brand overhaul that refreshed their visual identity. We worked to create fresh visuals, leaving behind Hastings' clinical presence to reveal a bright, modern and refreshingly human brand feel. 


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.