A comprehensive overhaul of Slack’s entire web presence during a pivotal period of growth and brand evolution. This initiative introduced a new design language, a modular component framework, and a modernized content management system that fundamentally reshaped how Slack showed up on the web.
We re-architected nearly every surface, from high-traffic marketing landing pages to expansive content portals, aligning visual identity, performance, accessibility, and scalability. The result was a cohesive, flexible foundation capable of supporting rapid experimentation, global expansion, and the next chapter of the Slack brand.
Role
Project Leadership, Engineering (Full Stack)
Challenges
This was a deeply collaborative effort involving specialists across design, engineering, product, content, and marketing. Aligning vision and execution across disciplines while maintaining momentum required strong systems thinking and shared ownership.
A headless CMS built from the ground up empowered go-to-market teams to publish and manage hundreds of pages and content pieces in real-time. Balancing editorial flexibility with design consistency, performance, accessibility, and scalability was a core technical and organizational challenge.
Notes
This stands as the defining work of my career so far, a rare convergence of brand, technology, scale, and organizational complexity.
Special Mentions
Maria G. - Brand, Design
Mina M. - Engineering
Drew M. - Engineering Leadership
Credits
Adam Y.
Grace S.
Jeff W.
Katie H.
Sumit L.
Nora M.