When we first met Peony, the founder behind Jude, she was on a bold mission to shake the foundations of one of Britain’s most persistent taboos — incontinence. She wasn’t just looking to launch a product; she wanted to change perceptions, start honest conversations, and build a brand that people could trust and feel proud to engage with. From shaping the early digital experience to helping bring that vision to life, we were by her side from day one, supporting Jude at every stage of its journey from idea to impact.
Right out of the gate, we worked closely with the Jude team to craft a digital experience that could support rapid learning and fast growth. This included launching high-performing landing pages, running hundreds of ads and experiments, and continuously testing ideas to validate their strategy in real time. Alongside this, we helped build a growing community of early adopters who quickly became loyal customers and passionate brand evangelists.
Our involvement extended far beyond digital. We touched every aspect of the Jude brand, from packaging design to eCRM, setting a high design and experience standard from the very beginning. This consistent, considered approach ensured that every customer touchpoint felt cohesive, credible, and ready to scale from day one.
Peony, went on to raise £2m in pre-seed funding. As the largest round for a solo female founder in the UK, this was the kind of power move that put Jude on the map.
They don’t just have an eye for design, but they built everything for it to scale. They know the latest suite of toolkit you need to start and scale your D2C business. It’s rare to find an agency who understand what it really meant by MVP approach, yet deliver the best quality within the constraints a business has. We are incredibly lucky to have HeyHiHello working every weekend and night so we can launch on time. Professional, friendly, go above and beyond, Heyhihello exceeds all of my expectations, and it’s Jude’s not-so-secret secret.”
Peony, Founder of Jude
With a mostly older audience, it was essential our UX was crystal clear. User testing and countless conversations armed us with the knowledge to make checkout effortless with the launch of Jude’s D2C site. But, that was just the start of the story, ever since, we’ve iterated non-stop on making it perform better.
Jude wasn’t just about digital, though. Together, we bought Jude to the physical world. From a full newspaper (“The Leaky Times”), Bladdercare Handbook and wee diary.
