The website, the store, the Dashcam S box, two years of marketing and a postcard campaign around the world
I moved to San Francisco in 2022 for this one. Hivemapper is a network of dashcams building a fresh map of the world, and for two years I was its designer. Four jobs under one name: the marketing website and store, which had to make progress legible to a skeptical audience; the packaging for the Dashcam S, drawn from scratch with the people who make the camera and the box; the marketing, hundreds of pieces a year that had to hold one voice at startup speed; and Open Road, a postcard campaign that sent the network to the great drives of the world.
Proof first.
I rebuilt the site around evidence: the coverage map, growth numbers, crisp tables, clean hierarchy. Typography and spacing consolidated, clutter removed, icons standardised. The story lands fast: what the network is, how it is growing, and why that matters to a partner or a data buyer who arrived skeptical.
The coverage experience runs on Mapbox with region boundaries and information overlays. Motion with restraint: numbers count up on load, sections settle in on scroll. I designed it, specced it, and worked beside front-end and back-end engineers until it shipped.
Every region has a page, and every page has its charts.
Regions are where the network's story becomes local: coverage over time, contributors, the roads mapped this week, all drawn from the same data the map uses. San Jose is below. The old region page was a table; the new one is a place.
Contributors are the product.
The people driving are the network, so their page had to feel like a leaderboard and a ledger at once: total road mapped, honey earned, a chart that climbs. The profile page gives each contributor the same treatment a region gets.
The templates nobody sees, until they do.
Privacy, legal placards, redaction requests, four terms-of-service documents. A system that had to make a twelve-thousand-pixel legal page as calm as the home page, on a phone.
Annotated, then argued.
Wireframes carried the reasoning in the margins so engineering and the founders could argue with the intent, not the pixels. Four of the pages, as they were reviewed.
A box drawn from scratch.
The Dashcam S (HDC-S) shipped in packaging I designed end to end: the structure, the dieline and an entirely custom line-art system, worked out with the dashcam manufacturer in Pittsburgh, Pennsylvania and the box manufacturer in San Diego, California. Physical prototypes and print proofs went back and forth until the unboxing felt considered and the line could still pack fast.
A structural fold holds the camera without a single insert. The safety guide inside follows the same grid as the box, so the first page you read looks like the thing you just opened.
Taste and speed at the same time.
The third job was the marketing. Launches, campaigns, social, motion, email, go-to-market, the store. Hundreds of pieces a year, most turned around in a day. I built reusable systems so the creative stayed consistent even when priorities shifted weekly, and stayed close to the product so what we said outside matched what people saw inside.
One of those pieces was the Bee LTE preorder page, built in Webflow. It took 25,000 preorders. What follows is the archive, sorted by what each piece had to do.
Open Road. Greetings from everywhere the map needed to go.
A global campaign for Hivemapper's socials, on Discord, X and Instagram: collectible postcards from the national parks and great drives where coverage mattered most, each one an invitation to go map it. The constraint was consistency at speed. Every card had to feel like part of one series and still be unmistakably its place.
I picked up Midjourney the year it launched, in 2022, when the only way in was a Discord channel. I worked out how to hold an aesthetic across hundreds of generations: stable framing rules, one typographic approach, strict color discipline, then variation through the landmark, the angle, the car and the energy of the scene. That skill is what made a series this size possible, and the cadence never drifted.
Every region, on a belt.
The whole series, grouped by where it is in the world. Hover any belt to hold it.
