Problem Space
Brief
Craft a design language that expresses HubSpot’s evolving identity and ethos in Product, improving ease of use and accessibility, while also providing the building blocks for creating cohesive and engaging experiences.
Team
Hayley Hughes
Liz Oh
Jeannie Servaas
Wonil Suh
McKenna Green
Peter Ty
Young Son Compton
Callie de Roussan
Juan Encalada
Shannon DeCock
Agency
5 designers
1 design director
1 product manager
1 client partner
4 product owners
Role
Staff Product Designer
HubSpot Design Language
2025 - 2026
Typography
Typography
Competitive Analysis
In 2025, HubSpot was much in need of a design refresh, both visually and experientially. The Design Systems team was tasked with creating a set of foundations that captured the company's evolving identity. This new language (Trellis) would scale across the product org, elevating overall craft, establishing cohesion, and improving accessibility.
Trellis collaborated with the HubSpot Brand team and agency, Kurppa Hosk, to develop a bespoke type family for the company. As the lead designer from the Trellis team, I met regularly with Brand to provide KH with detailed feedback and design direction on each letterform, for both sans and serif typefaces.
My team utilized a number of research methods to really understand the project's scope, problem space, specific user pain points, and opportunities for innovation.
Problem Space
Brief
Craft a design language that expresses HubSpot’s evolving identity and ethos in Product, improving ease of use and accessibility, while also providing the building blocks for creating cohesive and engaging experiences.
Typography
Typography
Competitive Analysis
In 2025, HubSpot was much in need of a design refresh, both visually and experientially. The Design Systems team was tasked with creating a set of foundations that captured the company's evolving identity. This new language (Trellis) would scale across the product org, elevating overall craft, establishing cohesion, and improving accessibility.
Trellis collaborated with the HubSpot Brand team and agency, Kurppa Hosk, to develop a bespoke type family for the company. As the lead designer from the Trellis team, I met regularly with Brand to provide KH with detailed feedback and design direction on each letterform, for both sans and serif typefaces.
My team utilized a number of research methods to really understand the project's scope, problem space, specific user pain points, and opportunities for innovation.
Problem Space
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Typographic System
In addition to providing creative direction for the HubSpot type family, I led the creation of a typography system to scale across all of product using the new typefaces. This included establishing a type scale, consistent line heights, type pairings, and hierarchy guidance for components and patterns.
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Typography
Typography
Competitive Analysis
In 2025, HubSpot was much in need of a design refresh, both visually and experientially. The Design Systems team was tasked with creating a set of foundations that captured the company's evolving identity. This new language (Trellis) would scale across the product org, elevating overall craft, establishing cohesion, and improving accessibility.
Trellis collaborated with the HubSpot Brand team and agency, Kurppa Hosk, to develop a bespoke type family for the company. As the lead designer from the Trellis team, I met regularly with Brand to provide KH with detailed feedback and design direction on each letterform, for both sans and serif typefaces.
My team utilized a number of research methods to really understand the project's scope, problem space, specific user pain points, and opportunities for innovation.
Typography
Agency Partners
Kurppa Hosk
Team
Hayley Hughes
Liz Oh
Jeannie Servaas
Wonil Suh
McKenna Green
Peter Ty
Young Son Compton
Callie de Roussan
Juan Encalada
Shannon DeCock
Role
Staff Product Designer
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Iconography
Iconography
Competitive Analysis
I worked closely as co-lead with our agency partners, Kurppa Hosk and Optics Lab,
to build out new systems for product icons and pictograms, respectively. This included defining shape language, visual rules, and a scalable grid system that could work for 500+ icons.
We then collaborated with our team of engineers to export, document, and implement new icons to seamlessly replace all existing ones.
My team utilized a number of research methods to really understand the project's scope, problem space, specific user pain points, and opportunities for innovation.
Iconography
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Following close iterative collaboration with agency partner Kurppa Hosk, we refined and scaled an environmental system for all experiences, establishing surface, shadow, and elevation models.
Elevation
Elevation
Competitive Analysis
Following close iterative collaboration with agency partner Kurppa Hosk, we refined and scaled an environmental system for all experiences, establishing surface, shadow, and elevation models.
My team utilized a number of research methods to really understand the project's scope, problem space, specific user pain points, and opportunities for innovation.
Elevation
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Brief
Craft a design language that expresses HubSpot’s evolving identity and ethos in Product, improving ease of use and accessibility, while also providing the building blocks for creating cohesive and engaging experiences.
Role
Staff Product Designer
Team
Hayley Hughes
Liz Oh
Jeannie Servaas
Wonil Suh
McKenna Green
Peter Ty
Young Son Compton
Callie de Roussan
Juan Encalada
Shannon DeCock
Agency Partners
Kurppa Hosk
Optics Lab