Video testimonial from Eric Fan, Founder and CEO, Lumos.
Eric FanFounder and CEO, LumosRefract
Refract Group2026
We make paid social creative for health and wellness companies, and the same team does brand and product design.
Superpower tests 100+ biomarkers from a single blood draw, and it needed to show people what that reveals without leaning on fear or medical jargon. We built its paid social creative: a library of short-form ads, each one built around a single question a person has about their health. Our studio is in Sydney, Australia, and we work between Sydney and New York.
- Your paid team needs more ads to test.We built Superpower’s paid social creative system: short-form ads that turn lab results into stories, assembled from a kit made from its own product.
- People are wary before they open the app.DoughPro is a money app for people told finance is not for them, and we designed the app and its brand to read as friendly.
- The science is hard to explain to people outside it.Morse Micro, a semiconductor company, needed one website for engineers, investors and buyers, and we restructured it so each has its own way in.
What we think
Where we stand on testing ads and the pages they lead to.
A different promise, a different proof point and a different visual format are separate ideas.
Changing all three can help compare complete concepts, but it does not tell you which ingredient caused the difference.
If the evidence is weak, record the result as inconclusive.
That is still useful if it tells you how to improve the next test.
Put evidence near the claim it supports.
A relevant case study belongs beside the kind of problem it illustrates. Keep testimonials faithful to what the customer said.
A striking image can earn attention without bringing suitable buyers.
A quieter creative may attract fewer clicks but better conversations. Check the business outcome before declaring victory.
Start with a growth audit.
We look at how people find you, what they read when they land, and where they leave. You come away knowing what to fix first, and why.
- Site, search and content
- Fixed length
- Price agreed upfront
Find
A map of where your attention comes from
Read
The pages and lines that lose people
Fix
A ranked list of fixes, the first ones drafted
Plan
A search and content plan, yours to keep
In their words.
Eric FanFounder and CEO, Lumos“Love your work Team Refract. From the very first connection, you guys have been sparky and contemporary in your approach. I feel we're nicely walking that tightrope of pragmatism and creative cut through. Most of all...it's fun! THANK YOU for the journey travelled so far!”
AndyVP Marketing, Morse Micro
Video testimonial from Helen Murdoch, Founder, DoughPro.
Helen MurdochFounder, DoughPro“No really, I never thought we could ever have such an awesome website. I would see other brands and go, how did they do that. Now I know how: work with an awesome agency like Refract.”
JevonFounder and CEO, Keeyu
Video testimonial from Natasha Ritz, VP of Customer, Chirp.
Natasha RitzVP of Customer, Chirp“Super proud of the vision, energy & distinctive taste that went into bringing our refreshed brand to life.”
SejalGTM Lead, Trusst AI
Video testimonial from Majella Campbell, Former CEO, Fishburners.
Majella CampbellFormer CEO, Fishburners“We love our new look and website. Thanks so much, your team smashed it.”
PollyMarketing Specialist, KaiznQuestions
Yes. Refract is a studio in Sydney, Australia, and we make paid social creative. For Superpower, which tests 100+ biomarkers from a single blood draw and has raised a Series A, we built a creative system for paid social: short-form ads that turn lab results into stories, and a kit of parts made from Superpower’s own product UI so new ads stay on brand. We can run the campaigns too.
Yes. Our studio is in Sydney, Australia, and we work between Sydney and New York. The health company we have worked with is Superpower, and Refract built its paid social creative system: a library of short-form ads, each built around one question a person has about their health. The same team does brand identity, websites and product design.
We start from where the viewer already is. Superpower needed to show what its test reveals without leaning on fear or medical jargon, so Refract built each ad from a moment in real life, such as a late-night search history or a text to the doctor that was never sent, and paired it with one clear proof point.
Yes. Refract makes the creative and can also run the campaigns: the budgets, the audiences and the reporting. If your team or an agency already buys your media, we hand the files to whoever runs the account. For Superpower we built the creative system, a library of short-form ads and the kit they are assembled from.
Yes, the same team does product design, brand and websites. Refract’s work for Superpower was its paid social creative. The closest product we have designed is DoughPro, a money app for people told finance is not for them, where we designed the app and redrew the mascot. Product design starts from $10,000 a month and websites from $15,000.
Refract quotes a defined creative project before it starts. Creative that keeps going is a monthly team, from $10,000 to $30,000 a month, and media spend is separate from our fee. If you want to try working with us first, there is one week for $2,500. Superpower’s creative system is the project to look at.
A closer look at the work
- How to plan marketing creative tests that teach you somethingA useful creative test starts with a customer question, changes a clear variable and judges the result against the outcome the campaign is meant to produce.
- What makes a good landing page?A useful landing page continues the promise that brought someone there, explains the offer, supports it with evidence and makes the next step clear.
- What should a growth audit actually cover?A growth audit connects acquisition, website behaviour and lead quality, then identifies where the next useful change belongs. Start with the customer journey.
Building something in health?
Tell us what it does and who you want to reach with it.
Most teams start with a call, then a sprint or an audit.
The people you’d work with, from the first call to launch