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Hashlist
Dashboard, design system and website, developed over three years.
Hashlist connects automotive companies with specialised software, embedded systems and automotive AI talent.
We joined at a formative stage, when the product and business were developing quickly but the brand, product experience and digital presence had not yet reached the same level of maturity. Over nearly three years, our role grew across product, web and communication, helping the company build a more coherent way to present itself to both automotive companies and engineering talent.
The challenge
Hashlist had to make a technically complex platform feel clear and credible to two very different audiences. Companies needed to understand the value of accessing specialised talent quickly, while engineers needed a product experience that felt trustworthy and worth joining.
At the same time, the company was still refining its positioning, offer and go-to-market approach. The design system therefore had to evolve alongside the business rather than lock it into a direction too early.
The approach
We treated product, brand and web as parts of one system. We helped shape the visual direction, designed a large part of the dashboard ecosystem and established reusable interface patterns that could support the product as new features were added.
In parallel, we designed and evolved the website, presentation materials and digital communication around the changing product narrative. This allowed the way Hashlist looked and communicated to mature alongside the platform itself.
The outcome
A large part of the dashboard and the core UI patterns in the product came out of this work. The website was reworked as the company's positioning and go-to-market approach changed, without starting again each time.
During the collaboration Hashlist raised a €625k round backed by Wave Ventures and angel investors, presenting the product and the business with one consistent system.
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The decision
Hashlist was still refining its positioning, so we did not lock the brand into one story. We built product, brand and website as one system of reusable patterns, so a new feature or a new pitch could be assembled from existing parts instead of being redesigned from zero.
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“Oleksandr has a unique eye for designing beautiful consistencies. He works tirelessly to hit tight deadlines, and has been a great design partner all along. Highly recommend working with him!”
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