As Holocene approached its third anniversary, it found itself in a familiar place for fast-growing startups. Its technology was strong, but the brand and website didn’t align with who they had become.
Behind the name, there’s a story inspired by the Holocene epoch, a time when chaos gave way to stability, structure, and growth. As a company that helps manufacturers solve everyday supply chain challenges, their mission is to make complex problems easier to manage, not harder to understand. Yet their own brand was suffering from that very problem. Their website lacked structure, while the overly technical language masked their story beneath layers of complexity. Even inside the company, teams struggled to explain how everything connected.
How were they supposed to compete in an industry dominated by legacy players?
Not by catching up, but by being different. By being clear about who they are and how they help.
Creating structure out of complexity: Bringing back the story that started it all
Our goal was to transform Holocene from an ambitious startup into a trusted enterprise partner. To achieve that, we worked across brand, communication, and digital design, constantly guided by one question: how do we create structure out of complexity?
Like most startups, Holocene already had the advantage of adapting better and connecting more deeply with their audience. That’s why we repositioned the brand around clarity and adaptability, not scale.
We started the process by identifying the gap between what the company delivered and how it was perceived. The narrative was reframed to highlight how Holocene helps manufacturers act faster, make smarter decisions, and adapt to constant change. From there, we built a brand and digital experience which would help Holocene outmaneuver its competitors by leaning into its strengths.
Clearing up confusion: Turning technical language into real conversation
Holocene’s previous tone and narrative weren’t reflecting what the company stood for and what their product was about. The copy was overly technical, masking what mattered most to decision makers: clarity, speed of execution, and reducing risk.
With those priorities in mind, we created a new verbal identity. The focus was shifted to help Holocene’s audience immediately understand what the product does, how it helps, and why it matters.
Because in the online world that’s already full of noise, clarity is a competitive advantage.
Rethinking convention: Designing a human-centered digital experience in a technical industry
Once we identified what made Holocene truly different, we turned those insights into their strategic advantage.
We took the opposite direction from most in the industry, introducing a clear structure, focused narrative, and distinct visual storytelling. Visitors can now move through the website effortlessly and understand Holocene’s solutions at a glance, without getting lost in technical detail.
To visually differentiate the brand, we moved away from the conventional “tech blue” aesthetic and defined a warmer, more human direction inspired by natural evolution. The design feels calm and editorial rather than corporate. A neutral color base is paired with vibrant accents that create contrast and add structure and energy, while textures and layered patterns guide users intuitively through the experience. To connect back to Holocene’s central idea of bringing structure and stability to constant change, we generated AI images of people cast in warm light, and natural elements in calm earthy tones.
Because supply chain intelligence is often abstract, we focused on making it tangible. We created clear product visuals that simplify complex product features and show them at a glance, without overwhelming the viewer.
The result is more than a new interface.
It’s a digital expression of Holocene’s value. A website that communicates clarity through design, builds trust through simplicity, and positions Holocene as the human-centered alternative in a highly technical industry.
Technology that enables growth: building a system designed to evolve with the business
To make sure the website is fast, flexible and easy for the internal team to manage on their own, we built it in Webflow using the Lumos Framework. A dynamic CMS powers the core structure, while smooth animations and advanced filtering make navigation feel effortless. The build mirrors what the brand stands for: structure, adaptability and speed.
Technology doesn’t dominate the story. It supports it, giving Holocene the freedom to evolve and grow over time.
Understanding is a competitive advantage
The transformation gave Holocene more than a new look. It gave them clarity.
Their story is now unified across brand, communication, and digital touchpoints. Every part of the experience, from how the company speaks to how the website behaves, works toward the same goal: making complexity simple.
Holocene stands apart in a highly technical industry. The brand feels confident, clear, and credible. The website gives the team full control to evolve and grow over time. By aligning identity, story, and technology, Holocene moved from being one of many to being unmistakably itself.
It didn’t need to outscale competitors.
It just needed to be understood.
Now, it is.
