Designing for Your Next Decade of Growth

Your business has evolved, and your tools should too. Our refreshed interface reduces cognitive load with thoughtful simplification and feature curation. This helps your team work more efficiently while maintaining all the powerful functionality you rely on. This is the foundation for your next decade of growth.

Your business is evolving faster than ever. You're building companies, scaling teams, and serving customers in ways that seemed impossible just a few years ago. When I joined HubSpot, what struck me most was our customers’ relentless drive to push forward and grow.

That ambition is what's inspiring us to evolve HubSpot alongside you. Your company isn't the same as it was three years ago. You're more sophisticated, moving faster, and handling more complexity. Your tools should keep pace with that growth.

We're redesigning HubSpot to unlock your next decade of growth. You need a platform that scales with your ambitions, reduces friction in your workflows, and helps your entire team do their best work.

Here's how we're building that future with you, but without disrupting you.

The challenge of scale

As your business grows more sophisticated, you need tools that scale with that complexity. Our refreshed interface creates coherence across deals, customer data, and team workflows through consistent patterns and improved visual hierarchy. This makes it easy for everyone on your team to work efficiently, regardless of their role or ability.

Today's businesses need tools that feel cohesive at scale. When you switch between tools, the experience should feel seamless. When you onboard someone new, they should just get it. When you're juggling multiple screens, the interface should reduce cognitive load, not add to it. And you already know that AI’s changing how you work. But when every tool looks and works differently, AI doesn’t give you as much value as it should.

Over the past decade, HubSpot's grown from a single marketing tool into a full customer platform. Now, with six interconnected hubs with hundreds of features, workflows, and integrations, we're evolving our design to match our scale. Our goal is to design HubSpot as a unified platform that feels seamless as you switch between tools. Meanwhile, three forces are converging: AI is transforming how you work, but it needs consistent interface patterns to deliver its full value. Accessibility is more important than ever. And you're managing far more complexity than even just two years ago.

The bottom line is that consistency builds trust and efficiency. Every refined detail from button placement to spacing reinforces your confidence in the platform. You use polished tools like Spotify and Slack every day and we’re building to that standard.

A foundation for flexibility

Consistent design language gives AI a trusted presence across HubSpot. Copilot's distinctive visual treatment ensures you always recognize when AI is enhancing your workflow. This unified identity transforms AI from an add-on into an integrated partner you can rely on.

Meeting these challenges requires a different approach to design. Our new product look and feel focuses on simplification. We're streamlining the experience to highlight what matters most. That’s because the real power of great software isn't in features; it's in how little you have to think about it to get your work done.

This philosophy drives everything we're building. Step by step, we're making HubSpot more approachable: simple without being simplistic, working toward experiences where anyone can get started immediately. It's about progressively editing down to show the most essential information right when you need it.

This approach unlocks capabilities you've asked about for years, including paving the way for “dark mode”, one of our top customer requests. Our unified design language also helps AI show you insights clearly without competing for your attention. And when we can update design values once instead of hunting through thousands of files, we can ship new features at the speed your business moves.

But there’s something deeper at work here: central to this philosophy is accessibility. Working toward WCAG 2.2 AA standards is a major focus because accessible design benefits everyone. Higher contrast helps all users read in challenging lighting. Clearer visual hierarchies help anyone processing complex information quickly. Better structure helps both screen readers and rushed executives scanning for key details.

It's the curb cut principle at work. When we design for accessibility, everyone wins: Breeze's insights become clearer, decisions happen faster, and your entire team operates more efficiently.

The path forward

Our refreshed interface demonstrates how thoughtful simplification enhances functionality without adding complexity. Status badges now use distinct colors with higher contrast for clarity while maintaining all the powerful filtering capabilities teams depend on for managing customer relationships at scale.

Building an accessible, AI-ready platform doesn't happen overnight, so we're taking a thoughtful, phased approach. This year, we've built powerful technical foundations behind the scenes. That's what enables the visible changes you're seeing: cleaner, simpler interfaces that feel more intuitive, highlight what matters, and better reflect HubSpot's evolving brand.

At INBOUND 2025, you'll see our first major milestone: a refreshed visual theme that aligns with HubSpot's broader brand evolution. This isn't just a coat of paint; it's the base that makes everything else possible.

What you're seeing today is just the beginning. The neutral palette has splashes of color and creates space for customization and a future dark mode. Our improved contrast standards set the stage for making HubSpot work for everyone. Our simplified design components aren't just cleaner. They're built to support what you need as AI changes how teams work and make decisions together.

Nothing about how HubSpot works is changing. Your workflows, data, and teams can keep operating without interruption. We're strengthening the foundations while you continue running your business.

You’re in control: try the new design when you’re ready, and switch back anytime you need to. You can turn on the new visual theme by opening your Account menu in HubSpot’s top navigation and selecting the “Switch to the new theme” link.

All we ask? Tell us what’s working, what’s not, and where we can do better. Your feedback helps shape what comes next because, honestly, the best insights always come from you.

Building together

"Everything is organized well… it is easy to see the different types of information segmented on the screen."

When an Operations Director shared that feedback about our new product look and feel, it validated our approach. An Implementation Associate noted the text was more legible, especially for people with visual impairments or cognitive load sensitivities. That’s exactly what we’re aiming for with our focus on accessibility.

We're seeing consistent themes emerge: customers appreciate the cleaner, simpler feel, while others want more visual personality. These patterns help us understand where to focus next. As we roll out updates, we'll monitor how the changes perform in practice. We'll be watching for signals that show where the new design creates efficiency gains or introduces friction so we can optimize the experience as we build.

Our goal isn't to design a product that meets today's standards. It's to build a product that scales with your ambitions for the next decade. One that makes HubSpot feel like a platform with endless possibilities that helps you do your best work.

The visual refresh you see today is just the starting point for enabling the next growth phase for companies like yours. We're not just redesigning HubSpot. We're redesigning it with you. So keep that feedback coming.

Join our design AMA in the HubSpot Community

Want to dive deeper into our new product look and feel? Join us for a special Ask Me Anything (AMA) session in the HubSpot Community from September 8–12. Our Design Systems team will be answering your questions, sharing more details about what's coming next, and listening to your feedback about the new visual refresh.

Whether you love what you're seeing, have concerns to address, or ideas for how we can make it even better, this is your chance to directly influence how HubSpot evolves. We’ll be answering your questions every day that week.