Graphic design, biomimetics and worldbuilding
Imitating natures form & function
Arctic — Cherub world building
Highspot sought to shift its design team from defense to offense, from production to strategy. The initial objective was aligning internal design culture first to enable a cohesive external product experience. I led the discovery phase of Arctic, the new design language, facilitating alignment across 20+ designers over 7-8 months. I created frameworks translating abstract brand vision into actionable design principles, ran workshops enabling designers to build and extend the language independently, and redesigned the physical studio environment to embody Arctic’s nature-inspired approach. I designed for sustainable adoption—ensuring the team could own and evolve Arctic beyond my involvement.
Deliverables included principle guidelines, workshop materials and leave-behind artifacts to reinforce adoption. The work reshaped how a third of the team operated—empowering them to implement design direction confidently and contribute to Arctic’s evolution across product, analytics, activation and events.
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Role: Direction and design
Tools: Figma, Midjourney, Runway ML, Adobe
NDA: Yes, omitted confidential components
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