Arctic
Brand / Identity System / Strategy
I led expression for a new design language, creating translation models connecting nature-driven concepts to brandX. Through an immersion approach, a third of the team adopted new workflows—improving velocity, quality and cross-functional thinking.
Overview
Highspot was changing and the company's strategic vision had outpaced design's ability to support it. The initial objective was aligning internal design culture first to enable a cohesive external product experience across 20+ designers.
Year: 2023
Role: Direction and design
Tools: Figma, Midjourney, Runway ML, Adobe Suite, Local Library
NDA: Yes, omitted confidential components
Problem
Design lacked the shared language and operational structure to move at the speed and strategic level the business transformation required.
Solution
I led the identity system and created methods to translate abstract brand vision into actionable decisions, preventing inconsistencies across product, analytics, activation and events. The methodology focused on sustainable team adoption across three pillars: environment, frameworks and workshops.
Impact
The team became a strategic partner accelerating the business transformation and designers gained confidence implementing strategic design direction and contributing to brand evolution across all touchpoints. The shared language became a living guide and has been running for 2+ years.
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