Spring Spotlight 2025
HubSpot first launched the Spotlight initiative in Spring 2024. As a twice-yearly showcase of HubSpot’s most important releases, it required many different teams and functions to work hand in hand to deliver a unified and global experience. For Spring 2025, we added an exclusive in-person event, hosted at The Glasshouse, giving us the opportunity to bring Spotlight to live in a new and tangible way.
A new visual identity
We create a new visual identity for each Spotlight Campaign. For Spring 2025, we wanted to move closer to the HubSpot core brand, so we stripped out as many extraneous elements as we could to build a simple, elegant expression that was unique, but familiar.
With simple inputs, teams were able to build hundreds of assets quickly and simply, that all felt part of the campaign whole.
A new web experience
Spring 2025 required a major overhaul to how we handled content. In previous campaigns, we relied upon static sections and layered pages to create depth of experience. A small pivot in goals got us thinking about how to give more control back to the audience, while still retaining editorial ability to feature our most important releases.
The result will be familiar to anyone who has spent time designing for ecomm, with a little more sparkle.
Operations & Cross Functional
Brittany Butterworth, Operations
Pooj Morjaria, Operations
Matthew Watkins, Creative Director
Event Photography
Middle Grey Studios
Design & UX
Eduardo Garcia-Lopez, Art Direction
Maggie Karaya, UX Lead
Malary Lee, Graphic Design
Darragh McGrath, Presentation Design
Copy
Nik Skogsberg
Bailey Hull
Development
Nhori Lopchan-Edmonds
David Mooney
Phillip Stafford
Nathan Hodgkiss
QA
Aishwarya Hiremath
Video
Shadé Olasimbo
Leticia de Bortoli
Oscar Estrada
Charlie Reiff
Lindsay Daly
Alex Kuzoian
Thomas Hutchings
Jesse Abbruzzese