When I joined Hayste LLC, an American startup based in Connecticut, in February 2023, they were in need of three things rolled into one. They needed someone to make manage communications, including emails and media statement. They needed someone who will draw up content and strategy for social media to achieve specific goals relating to their identity and perception by their target audience, and they needed a graphic designer.

So they hired me.

The first thing I did was to establish a visual theme and a tone/brand voice. Hayste needed to reach professionals with their product idea, and so I established a friendly but business-like voice that communicated their pitch with clarity. The goal of the messaging was simple: present the problems and pain points the company aimed to address, then position Hayste as the solution to those problems, while highlighting the immense potential and benefits of the Hayste solution for both users and enterprise.

Within a few weeks on the job, I realized that we were presenting the problems Hayste wanted to solve in too broad a light. We needed to really bring it home with the messaging, show the  pain points that people and communities feel to highlight just how great the Hayte product would be as a solution. So I designed a new messaging approach.

I created profiles of potential users, whom Hayste's product would be vital to. I also researched communities and locations all around the US where a fast self-service app like Hayste would be vital to the local economy.