GitHub

At GitHub, Jesus works where brand, product, and systems meet. He helps teams make emerging technology easier to understand, turn expressive campaigns into useful experiences, and build reusable foundations that raise the quality of the work at scale.

His wider body of work spans editorial platforms, marketing sites, product launches, onboarding flows, event experiences, and the systems behind them. It includes the GitHub Blog, multiple Changelog redesigns, customer stories, the homepage, Enterprise, GitHub Advanced Security, feature pages, internal and external events, an email design system, and several parts of the Copilot ecosystem.

Rather than catalog every project, this case study follows three chapters that best capture the progression of his role. For Copilot, Jesus helped define how GitHub explained and expressed a new generation of AI products. For Universe, he connected campaign direction to the practical needs of an end-to-end attendee journey. For Brand Refactor, he translated an evolving visual language into reusable foundations applied across hundreds of pages.

Together, the work shows a progression from crafting individual moments to shaping the strategies and systems behind them.

Making a new kind of product understandable

GitHub was introducing a new category of product to millions of developers. The challenge was not simply to show what Copilot could do. It was to help someone understand, within seconds, how an AI coding assistant could fit into their work and why it was useful.

Across the main Copilot landing page, Copilot Workspace, Copilot Extensions, and selected onboarding and trial moments, Jesus helped translate fast-moving product functionality into stories people could quickly follow. Each project involved different teams, timelines, and levels of product maturity, but the underlying problem remained the same: making something unfamiliar feel clear, useful, and recognizably GitHub.

Building a clearer product story

Jesus inherited an early iteration of the main Copilot landing page and led much of its next art direction. Working closely with the content team, he helped simplify the narrative around a focused set of product ideas rather than presenting visitors with a long list of features.

He organized the page around a clear, scannable set of product stories and developed a stylized UI treatment that made each demo easier to follow while remaining grounded in the real product. Working with a motion designer, Jesus storyboarded each interaction so the animation clarified what Copilot was doing rather than serving as decoration.

The redesigned page received more than 174,000 views, representing a 265% year-over-year increase.

Bringing Copilot’s character into the marketing experience

Copilot already had an established character and visual expression. Jesus focused on how that identity could be applied across the main landing page, particularly within the hero, to make the experience feel warmer and more recognizably Copilot.

Rather than redefining the character itself, he considered when it should appear, how much attention it should command, and how its expressions could complement the product UI. The mascot became a supporting brand element that added personality while keeping Copilot’s functionality and value central to the story.

Copilot Workspace was a separate launch for the GitHub Next technical preview. The product introduced a complex, agentic way of moving from an idea to working code, and the team had a compressed timeline in which to explain it.

Jesus led the project from initial exploration through launch, including the landing-page art direction, stylized product UI, motion storyboards, and the visual direction that informed the sizzle film. The storyboards became a shared decision-making tool across GitHub Next, Brand Studio, Motion, and Engineering. They allowed the teams to agree on the product story and interaction sequence before committing to production.

The website and film grew from the same visual system, creating a consistent story across both formats. The launch generated 6.95 million site visits and more than 50,000 signups. The sizzle film received 85,000 YouTube views and 102,000 overall impressions.

“Both the website and the video ended up drawing on his design explorations. I would call out the remarkable organization of his storyboards because, under a tight timeline, they drove shared clarity about what we should pursue.”
Idan Gazit, Head of GitHub Next.

For Copilot Extensions, Jesus partnered with Brand Studio and Product Design to understand emerging functionality, identify the moments that mattered most, and translate them into focused product demonstrations under a tight timeline.

He also contributed to a more integrated Copilot Pro trial experience and selected moments between marketing and product. The broader team reduced the billing journey from 13 steps to four. Jesus’s contribution focused on simplifying the trial flow and making the transition from learning about Copilot to entering the product feel more direct.

Across these projects, the work moved beyond a single launch page. It established a more connected way to explain Copilot through content, interface, character, and motion, then carry that story into the product itself.

Turning a campaign into an end-to-end experience

Universe is one of GitHub’s most visible brand moments, but the experience cannot stop at spectacle. The website has to help people understand the event, evaluate the value of attending, choose a ticket, build an agenda, find sessions, navigate the venue, and continue engaging after the event ends.

Across Universe 2024 and 2025, Jesus’s role expanded from web creative direction into broader attendee-experience strategy. The work required balancing an expressive campaign with practical information, operational constraints, and the needs of people moving between web, mobile, registration, and the live event.

Bringing the world’s fair of software to the web

The idea of a “world’s fair of software” gave Universe 2024 a distinctive creative foundation. Jesus led the web experience and creative direction, evolving the campaign’s mascots into globe-like forms, carrying its shape language through the page, and introducing WebGL in the hero for the first time.

He worked closely with Events, Brand Studio, Engineering, and RainFocus to extend the direction across the wider registration and live-event experience. Because several critical pages lived on a third-party platform, the work also required detailed QA, prioritization, and practical decisions about where the Universe identity could be expressed without compromising usability.

Universe 2024 reached more than 3,000 tickets, with a 147% year-over-year increase in in-person attendance.

Universe 2025 introduced a different set of pressures. It was the largest Universe to date, and the primary landing page was assembled in roughly two weeks. Jesus led the initial visual execution and established the direction, then transitioned the remaining production work to another designer while continuing to support creative direction and QA.

His scope also extended beyond the campaign page. Jesus examined the full attendee journey, from registration and planning through the live event and post-event content. He combined community feedback, data from earlier events, and patterns from other conferences to identify where the experience could become more useful.

The resulting strategy focused on making sessions easier to discover and schedule, improving live navigation, prioritizing the mobile experience, and giving post-event content a clearer role. It reframed the work from a collection of event pages into a connected journey with different needs before, during, and after Universe.

The event sold out after reaching 103% of its registration target. Attendees scheduled 24,966 sessions, a 35% year-over-year increase. The app also recorded more than 92,000 session-detail actions, 39,000 interactions, and 2,365 downloads.

Across both years, Jesus helped translate an ambitious campaign into something people could not only recognize, but use.

Scaling expression without flattening it

Years of growth had left GitHub’s marketing ecosystem with one-off pages, duplicated patterns, inconsistent components, and increasing visual and technical debt. Flagship launches could receive significant design attention, while self-serve pages often relied on foundations that no longer reflected the quality or flexibility teams needed.

Brand Studio had partnered with Gretel to evolve its brand concepts, and that work created a compelling creative foundation. It still needed to become a system that designers, engineers, marketers, and content authors could apply across hundreds of pages.

Jesus led Brand Refactor to connect those two needs. The goal was to translate the evolving brand into reusable foundations, reduce dependence on one-off builds, and make a higher level of quality easier to achieve by default.

Jesus began by auditing more than 100 touchpoints across Copilot, Security, and Enterprise. The audit included landing pages, social and email campaigns, and representative product surfaces so the team could examine the full customer journey rather than treating the website as an isolated channel.

He also conducted stakeholder interviews across Product, Marketing, Brand, Design, and Web. Those conversations surfaced recurring content needs, gaps in the existing system, and places where organizational or technical constraints were shaping the customer experience.

Jesus distilled the work into a component matrix that mapped the existing system, identified missing patterns, prioritized new variants, and connected layout decisions to real content.

He presented the findings and proposed direction at a Design Town Hall, creating a shared foundation for the teams involved before moving into execution.

From there, Jesus created a unified Figma library with clearer components, variants, usage guidance, and documentation. The system was designed around how the team worked in Figma while accounting for how the same components would be authored and maintained in Contentful.

The work included a revised global navigation, new hero and river variants, FAQ and CTA patterns, and a refactored logo suite with componentized company logos. Foundational elements such as buttons, typography, color, grid, and motion were also updated.

Responsive behavior, accessibility, and localization were considered from the beginning. Layouts were tested across mobile, tablet, and desktop, as well as in multiple languages, so flexibility was designed into the system rather than addressed after components were complete.

Jesus also partnered closely with Primer Brand on Mona Sans, refining the type scale, letter spacing, density, and legibility. The work included reducing the maximum display size and helping the typography feel more refined and technical while improving how content fit across different pages and screen sizes.

One of the central challenges was determining how much brand expression each page needed. A flagship launch and a self-serve product page should both feel unmistakably GitHub, but they should not carry the same visual density, motion, or level of customization.

Instead of creating a single fixed template, Jesus designed flexible foundations that could support highly expressive moments while giving everyday pages the same baseline quality. The system created room for creative direction where it added meaning and reusable patterns where consistency and speed mattered more.

Leading the work also required a shift in how Jesus operated. Brand Refactor was broad, ambiguous, and dependent on alignment across many stakeholders. Progress relied as much on briefs, decision frameworks, documentation, and communication as it did on visual execution.

That process sharpened his ability to scope ambition, organize complex feedback, and distinguish between moments that deserved custom treatment and those that should become part of the system.

Brand Refactor ultimately updated more than 418 marketing pages, refactored over 60 components, and introduced 26 new variants. More importantly, it gave teams a clearer shared foundation for carrying GitHub’s evolving visual language across the site.

Across these three chapters, the scale of Jesus’s role expanded.

Copilot explored how product storytelling, character, interface, and motion could make a new kind of technology easier to understand. Universe extended that thinking into a connected experience that had to inspire people while helping them plan and navigate. Brand Refactor took the lessons from those individual moments and built them into foundations other teams could use.

The throughline is an ability to move between detailed visual craft and the strategy, structure, and systems behind it. Whether the output was a product launch, a flagship event, or a component library, the goal remained consistent: make the experience clearer, cohesive, and scalable without losing what made it distinctive.