Highspot
GTM gap campaign
A campaign hub designed to house Highspot's GTM Performance Gap Report, bringing together narrative, data, and interactivity into a cohesive digital experience. The project encompassed the full campaign website including the report landing page, content sections, and interactive ROI calculator integration.
UI/UX Design · Art Direction
The ask
Design a premium, campaign-driven landing page as part of a larger go-to-market initiative focused on the growing gap between AI ambition and execution. The page needed to translate complex research and data insights into a clear, compelling digital experience that resonates with senior revenue leaders. It was expected to function as the central conversion hub for the campaign, integrating storytelling, data visualization, and interactive elements like an ROI calculator to drive report downloads and engagement.
Beyond a single page, the work had to align with a broader, multi-channel editorial system, ensuring visual consistency across reports, social, and field assets. The design needed to balance credibility and clarity with a bold, modern aesthetic, elevating the brand’s position as a leader in AI-powered go-to-market strategy while making dense information feel accessible and actionable.
Beyond a single page, the work had to align with a broader, multi-channel editorial system, ensuring visual consistency across reports, social, and field assets. The design needed to balance credibility and clarity with a bold, modern aesthetic, elevating the brand’s position as a leader in AI-powered go-to-market strategy while making dense information feel accessible and actionable.
The campaign
As part of a cross-functional team, we delivered the campaign across a physical book, eBook, social graphics, and a dedicated landing page. I led the web design, ensuring a cohesive visual experience across all touchpoints.
As part of a cross-functional team, we delivered the campaign across a physical book, eBook, social graphics, and a dedicated landing page. I led the web design, ensuring a cohesive visual experience across all touchpoints.
The website
Designed a campaign landing page that weaves in Highspot’s flagship brand motif to create a cohesive visual system. Art directed custom animated infographics to turn complex data into clear, engaging moments, and added micro interactions throughout to create a responsive, scroll-driven experience that increases engagement and drives report conversions.
Designed a campaign landing page that weaves in Highspot’s flagship brand motif to create a cohesive visual system. Art directed custom animated infographics to turn complex data into clear, engaging moments, and added micro interactions throughout to create a responsive, scroll-driven experience that increases engagement and drives report conversions.
Cursor
Used Cursor to prototype and refine animations and microinteractions, including the parallax global graphic. An iterative process that pushed the limits of AI-assisted prototyping to explore motion possibilities beyond what static design tools allow.
Used Cursor to prototype and refine animations and microinteractions, including the parallax global graphic. An iterative process that pushed the limits of AI-assisted prototyping to explore motion possibilities beyond what static design tools allow.
Results
Served as the central destination for a global campaign, bringing together narrative, data, and interactivity into a cohesive experience. The design system scaled across web, social, and field assets, strengthening consistency and campaign impact.
The GTM Gap Report was a stronger performer, generating 121 MQLs and sustained engagement across market segments from launch through early 2026. SMB and Commercial audiences showed the highest response, with the campaign driving over 1,000 sessions largely through direct and referral traffic. The work demonstrated that well-designed, insight-led content assets can drive meaningful pipeline activity without relying heavily on paid search.
The GTM Gap Report was a stronger performer, generating 121 MQLs and sustained engagement across market segments from launch through early 2026. SMB and Commercial audiences showed the highest response, with the campaign driving over 1,000 sessions largely through direct and referral traffic. The work demonstrated that well-designed, insight-led content assets can drive meaningful pipeline activity without relying heavily on paid search.
More work
Highspot website ecosystem rebrand
UI/UX design, art direction
Community advocacy center
UI/UX design, AI-assisted design