Highspot
Website ecosystem rebrand
A comprehensive redesign of Highspot's entire digital ecosystem — unifying four web properties under a refreshed Arctic brand identity across 180+ pages and five locales.
Design Systems · UI/UX · Art Direction · Project Management
The ask
In Q4 2024, our Highspot Expression team initiated a comprehensive brand refresh to evolve our new Arctic visual identity and sharpen our voice in market. In Q1 2025, I soley led and owned the full transformation of our entire website ecosystem, art directing and designing every element from the ground up across four web properties, 180+ pages, and five locales. Every type style, color token, component, and module was built to seamlessly integrate the Arctic updates while establishing a unified, world-class digital brand experience that felt intentional and consistent at every touchpoint, deepening customer engagement and creating a distinctly ownable digital presence.
Planning and strategy
Drove the end-to-end rollout across four web properties, aligning executives on creative vision, coordinating cross-functional teams, and mentoring junior designers — keeping a complex, high-stakes initiative on track and on brand.
Drove the end-to-end rollout across four web properties, aligning executives on creative vision, coordinating cross-functional teams, and mentoring junior designers — keeping a complex, high-stakes initiative on track and on brand.
The design system
Drove the vision and art direction for the FY26 design system, overhauling typography, color palette, components, and the product visual system to create a scalable, brand-aligned framework that unified execution across the entire web ecosystem.
Drove the vision and art direction for the FY26 design system, overhauling typography, color palette, components, and the product visual system to create a scalable, brand-aligned framework that unified execution across the entire web ecosystem.
The mosaic framework
The mosaic layout framework provides a flexible system for consistent content organization across web, email, and datasheets. Built on just six core card types, it enables diverse, story-driven layouts with over a dozen distinct combinations within any 2–6 card sequence.
As part of this work, I drove the art direction for 100+ product visuals across the site rebrand, overhauling how the product was represented throughout the entire web ecosystem.
The mosaic layout framework provides a flexible system for consistent content organization across web, email, and datasheets. Built on just six core card types, it enables diverse, story-driven layouts with over a dozen distinct combinations within any 2–6 card sequence.
As part of this work, I drove the art direction for 100+ product visuals across the site rebrand, overhauling how the product was represented throughout the entire web ecosystem.
The ecosystem
Four web properties. One unified brand experience. The website ecosystem spans the Highspot marketing site, Spark community, Help Center, and Marketplace — each designed to feel cohesive while serving distinct audiences and goals.
Four web properties. One unified brand experience. The website ecosystem spans the Highspot marketing site, Spark community, Help Center, and Marketplace — each designed to feel cohesive while serving distinct audiences and goals.
Homepage
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Product pages
Strategized and designed a scalable page template system with marketing, spanning use case, platform, industry, role and persona, company size, and additional landing page types — ensuring visual consistency and content flexibility across the full website ecosystem.
Strategized and designed a scalable page template system with marketing, spanning use case, platform, industry, role and persona, company size, and additional landing page types — ensuring visual consistency and content flexibility across the full website ecosystem.
Libraries
Designed and strategized a cohesive library ecosystem spanning resource, podcast, and events pages. Encompassing library and detail pages, gated conversion experiences, and filtering UX. Established card structure and visual consistency across all three libraries, and provided art direction for entirely new thumbnail strategies designed with localization in mind.
Designed and strategized a cohesive library ecosystem spanning resource, podcast, and events pages. Encompassing library and detail pages, gated conversion experiences, and filtering UX. Established card structure and visual consistency across all three libraries, and provided art direction for entirely new thumbnail strategies designed with localization in mind.
Editorial
The customer stories and blog sections form a unified editorial system with main pages, detail pages, and filterable category views. Content cards surface key metadata including industry, read time, and outcome stats, alongside search and filtering to help readers find relevant content quickly. Detail pages use a modular layout system with reusable components including pull quotes, tables, CTAs, podcast embeds, and media modules, allowing content teams to build rich, consistent articles at scale.
The customer stories and blog sections form a unified editorial system with main pages, detail pages, and filterable category views. Content cards surface key metadata including industry, read time, and outcome stats, alongside search and filtering to help readers find relevant content quickly. Detail pages use a modular layout system with reusable components including pull quotes, tables, CTAs, podcast embeds, and media modules, allowing content teams to build rich, consistent articles at scale.
Conversion pages
The demo request, pricing, and contact pages were designed to reduce friction at the highest-intent moments in the buyer journey. Live A/B testing over two to four week cycles drove measurable results, with the demo request page seeing a 62% increase in MQLs. Key changes included condensing to a short form, removing the navigation bar and other unnecessary modules to eliminate distraction, and shifting to a dark background to create focus and urgency.
The demo request, pricing, and contact pages were designed to reduce friction at the highest-intent moments in the buyer journey. Live A/B testing over two to four week cycles drove measurable results, with the demo request page seeing a 62% increase in MQLs. Key changes included condensing to a short form, removing the navigation bar and other unnecessary modules to eliminate distraction, and shifting to a dark background to create focus and urgency.
Results
The website rebrand transformed Highspot’s digital presence into a performance driven growth engine, influencing $56.5M in revenue within the first quarter post launch.
Within one month, web sessions increased 23%, driven by a 63% lift in direct traffic and a 23% increase in organic sessions and new users, signaling strengthened brand recognition and expanded market reach. Organic performance accelerated across priority pages, with clicks up 20%, impressions up 47%, and CTR improving 12%.
Demand generation impact followed, with web demo requests increasing 36% and web sourced MQLs rising 13%, reinforcing the website’s role as a scalable, rrevenue contributing enterprise channel.
Within one month, web sessions increased 23%, driven by a 63% lift in direct traffic and a 23% increase in organic sessions and new users, signaling strengthened brand recognition and expanded market reach. Organic performance accelerated across priority pages, with clicks up 20%, impressions up 47%, and CTR improving 12%.
Demand generation impact followed, with web demo requests increasing 36% and web sourced MQLs rising 13%, reinforcing the website’s role as a scalable, rrevenue contributing enterprise channel.
More work
Project name
UI/UX Design
Project name
UI/UX Design