Hike Medical
Hike Medical is a healthcare startup on a mission to ease the silent suffering of workers who spend hours on their feet, like nurses and doctors.
Scope
Visual Identity Brand Guidelines Custom Illustration Marketing Collateral Copywriting Web Design Ongoing Support
A refreshed brand for the health-tech innovator redefining musculoskeletal care. Hike Medical created a fully custom insole, crafted from a simple smartphone scan and delivered in just a week, bringing relief where it’s needed most.
The Ask
Hike was introducing a new approach to orthotics: fast, accessible, and genuinely human. In a world where musculoskeletal pain is often endured rather than addressed, the need for care is clear. The brand needed to strike a balance: clinically trusted, approachable for everyday users, and compelling for decision-makers. The core tension: a highly customized medical product delivered through a fast, digital-first experience.
The Insight
We started with a our BOLD Session to unpack the product, audience, and vision. A clear idea emerged: Hike is about alignment. Physical alignment, yes, but also alignment between product experience, accessibility, and real-world need. That idea guided us. It moved us past generic healthcare cues toward a system expressing customization and relief in a simple, visual way.
The Answer
We built a brand to translate a familiar-but-custom product into something intuitive, flexible across audiences without fragmenting, and scalable as the company grew. At the centre of the identity is a flexible pattern system built on an aligned grid, embodying both the stability and positive transformation that Hike brings. From that foundation, unique shapes bloom, mirroring every user’s individual story. The system can stretch, compress, and adapt, visually echoing moments of struggle and the comfort of finding relief. It evolved into more than a mere design detail. It became a core brand device, woven across all touchpoints, supporting users from product marketing to corporate presentations. We paired this with a familiar yet bold visual language that emphasizes Hike’s uniquely structured and adaptive approach. This gives Hike a distinct presence and positions it apart from competitors in a crowded category. Everything was built as a system that the team could use, adapt, and scale quickly.
The Impact
Hike Medical gained traction quickly, with strong signals across both adoption and growth. Revenue increased significantly, with a reported 10x growth in a single year. Order volume grew consistently month over month. The company expanded to serve hundreds of thousands of users. They expanded their team and attracted top talent. Engagement rates for employer programs reached 25–30%, well above typical benchmarks. A $5M funding round signalled strong investor confidence. Just as importantly, the brand held up under pressure. As Hike grows and builds an in-house team, the system we created provides a clear foundation.
We needed a brand that would establish credibility with investors and national partners, and BOLD LIP delivered. They created an authoritative, professional brand along with a beautiful, intuitive website and high-quality marketing and sales assets. We ultimately brought BOLD LIP on as long-term design partners. Thanks to their work, we now have the brand foundation and tools needed to build our internal design function.
Aadi Bhanti.
CEO, Co-founder, Hike Medical
