ick

Overview

The product marketing agency approached us to turn their expertise in clear, effective B2B messaging into a scalable SaaS product. The goal was to create ick, an AI-free writing tool that helps teams cut through clichés, buzzwords and corporate jargon, making their communication sharper and more human.

The problem

A key challenge was translating subjective writing principles into a structured, repeatable product experience. Identifying poor language habits like jargon and “corporate speak” isn’t always black and white, so we needed to build a system that felt intelligent and useful without relying on AI. At the same time, the platform had to be scalable and commercially viable as a SaaS product the agency could cross-sell to both existing and new clients.

Our solution

We designed and built ick as a scalable SaaS platform that flags clichés, buzzwords and unclear language in real time, helping users say what they actually mean. The product successfully packages the agency’s expertise into a tool that delivers consistent value at scale. It now serves as both a standalone product and a strategic extension of their services, opening up new revenue streams while reinforcing their authority in product marketing.

The results

A productised version of the agency's expertise — a standalone SaaS that opens a new revenue line while reinforcing their authority in B2B writing.