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 a massive cross-functional effort 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 moved the brand 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, and laid breadcrumbs for the upcoming global rebrand.
With simple inputs, teams were able to stand up hundreds of assets quickly and simply, while maintaining clear connectivity to the campaign.
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 for unique segments. To make the site more useful to audiences, and more powerful to our internal sales teams, we gave more control to the user, while still retaining editorial control to feature our most important releases.
The result will be familiar to anyone who has spent time designing for e-comm, with a little more sparkle. Three layers of filtering allowed users to quickly discover the most relevant updates. Hash URLs allowed these custom displays to be shared easily, making the site easy to navigate for fresh eyes, and shareable as a sales tool.
The Exclusive Event
As part of the Spring 2025 campaign, we created an exclusive event for customers to experience Spotlight in person, with some of HubSpot’s most innovative leaders. The event was a partnership with internal creative and Events teams and external agencies.
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