Case Studies February 28, 2026

23.2% Growth in New Users from Direct Traffic

Explore how Blacksmith’s B2B SaaS visual identity case study for Laitek modernized their market presence, driving a 32.3% increase in returning users and a 36% growth in impressions.

About Laitek

We redefined their market position through a comprehensive brand refresh, solving the brand differentiation for SaaS platforms challenge by aligning their visual identity with their industry-leading expertise.

As an innovator in the complex world of medical data migration, Laitek provides high-stakes services to hospital systems and medical imaging vendors. While their technical capabilities were world-class, their legacy brand appeared dated and lacked a distinct voice in the competitive healthcare IT sector. They needed a revitalized identity that could effectively communicate Clinical Innovation and establish long-term brand recall among high-level stakeholders.

Services Delivered

To resolve the SaaS brand identity challenge and establish an authoritative market presence, our team delivered the following branding services:

Brand Strategy

Before you can have a great look, you need a great story. We work with you to answer the big questions: Who are you, what makes you special, and how do you communicate it in a way that truly connects with your customers?

Creative Branding

This is where your brand comes to life visually. Our creative team will create a complete visual system. This includes everything from your logo and color palette to the style of your photos, creating a professional, cohesive, and memorable look.

UI/UX Design

We translate your new brand identity into a seamless digital experience. We ensure your brand story, message, and visuals are integrated into every part of your site. Our team also works to guarantee that users have a smooth, engaging, and intuitive experience that consistently reflects your core brand values.

Brand Dilution from Visual Overload

The mobile experience is crowded with competing elements like ads, badges, mixed typography, and UI components, leaving little visual space for the brand to lead. This overload weakens brand clarity and makes the identity feel secondary rather than authoritative.

Inconsistent Visual Language

Content blocks lack a unified visual system, with inconsistent typography, image treatments, and spacing from one section to the next. This fragmentation prevents the brand from feeling cohesive and reduces recognition across the mobile experience.

static brochure layout in saas web design

Weak Brand Authority Signals

Despite the volume of content, the page offers minimal visual cues that communicate credibility or expertise. On mobile, this absence of authority signals causes the brand to feel more like a content aggregator than a trusted industry voice.

The Solution

A Human-Centric Visual Identity

We implemented a human-centric identity that prioritizes clarity, empathy, and trust on mobile. The interface was simplified to reduce cognitive load, allowing key brand elements like typography, color, and spacing to guide the experience

Simplified Brand Messaging and Storytelling

We shifted the brand story to focus on outcomes. Our team also deployed a clear visual hierarchy with bold headlines and concise copy, making the value proposition instantly understandable for any audience.

Unified Design System for Brand Consistency

We developed a comprehensive brand guideline and design system to ensure coherence across all channels. This included standardized typography, iconography, and UI elements. This solution ensured the brand experience was seamless, regardless of how the user interacted with the brand.

The Results

Delivering Measurable Impact

The brand refresh successfully elevated Laitek’s market presence, driving significant increases in visibility and user loyalty.

32.3%

Growth in Returning Users

36%

Increase in Search Impressions

104%

Engagement Rate

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23.2% Growth in New Users from Direct Traffic

About Laitek

We redefined their market position through a comprehensive brand refresh, solving the brand differentiation for SaaS platforms challenge by aligning their visual identity with their industry-leading expertise.