ConcertAI HubSpot redesign

The brief

ConcertAI works across clinical expertise, real-world data, and applied AI. A public website for that kind of organization has to help different audiences understand how a broad set of capabilities fits together.

I contributed to the redesign and HubSpot implementation, helping turn the visual direction into a responsive system that could support the organization’s changing content needs.

The real challenge

The visible redesign was only one layer of the work. The site also needed a reusable component model, clear editorial choices, and enough flexibility to serve product, resource, company, and conversion-oriented pages.

Without that system, a redesign can look polished at launch while becoming inconsistent as new pages are created. HubSpot modules had to provide useful options without turning every component into an unrestricted page builder.

The approach

The implementation centered on repeatable patterns and explicit component responsibilities. Shared typography, spacing, navigation behavior, calls to action, and content structures created a stable visual foundation.

My contribution included:

• developing responsive HubSpot components from the approved designs;
• translating repeated page patterns into reusable modules;
• supporting content editors with intentional controls and sensible defaults;
• checking how components behaved with realistic content variation; and
• maintaining consistency across desktop and mobile experiences.

This approach allowed the redesign to remain recognizable as one system while still supporting the different stories ConcertAI needed to tell.

Why HubSpot architecture mattered

HubSpot is most effective when the implementation respects both sides of the platform: the public experience and the day-to-day publishing workflow. A technically correct module is not enough if editors cannot understand its options or if small content changes break the layout.

The component model helped keep those concerns aligned. Editors received reusable structures, while the public site retained the hierarchy and clarity established by the redesign.

The takeaway

This project demonstrates how I approach HubSpot redesigns as platform work. The goal is not only to reproduce a design, but to create a system that stays coherent as the organization, content, and campaigns evolve.