Brand Architecture, Design Systems


Liz Villate, Nichol DeRosier

During my time at HubSpot as a designer on the brand team, I helped design and produce a system to distinguish different features (Hubs) within the HubSpot product. This was prompted by a recent brand refresh the company had undergone and their product features needed to fit within their new look. Each Hub was assigned an updated logo and various other Hub-specific assets to differentiate them, including colour palette, illustrations and photography. Shape and colour were the primary design tool implemented to distinguish each Hub, so each looked and felt like a seperate feature to the user, while still belonging to a cohesive design system overall.

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