Creative Direction: Aubrey Zych
Design: Nichol DeRosier & Liz Villate
Photography: Ally Schmaling
Project Management: Allison Carlson

Brand Strategy: Brad Minor, Alicia Collins, and Amy Marino

In 2022, HubSpot’s internal creative team embarked on a bold mission: to transform into a vibrant, joyful, and distinctly human brand amidst a landscape of sterile, blue corporate alternatives. Our comprehensive rebrand was a collaborative effort between brand strategists, designers, animators, web developers, and copywriters who reimagined HubSpot's identity from the ground up.

The initiative delivered a complete brand overhaul, beginning with new positioning and strategy that cascaded into refreshed a color palette, typography, shapes, and illustrations. Drawing inspiration from mid-century design principles, we embraced simple geometric forms and bold color choices while prioritizing function over unnecessary embellishment. This aesthetic perfectly embodied HubSpot's commitment to providing a clean, intuitive, fuss-free, and human-centered CRM experience.