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.