DEEP

A design infrastructure for making humans aquatic

Design Systems
Technology
Brand Architecture
Product Design
Climate Tech
MAKE HUMANS AQUATIC

THE CHALLENGE

DEEP needed to shift from startup chaos to credible, NASA-scale ocean exploration company. No design system. Multiple teams. Products ranging from submarines to dive habitats to mission patches. Brand needed to reflect the audacity of making humans aquatic.
DELIVERY

Complete brand design system spanning physical and digital products. UX/UI for website and app with 3D animations. Internal dive sign alphabet for technical dive teams. Liveries for submarines and habitats. Mission patches, uniforms, expedition maps. Communications design system. Sustainability program materials. Operational design across campus architecture, interiors, pitch materials, and meeting frameworks.

CREATIVE LEAD

MY ROLE

Complete brand design system spanning physical and digital products. UX/UI for website and app with 3D animations. Internal dive sign alphabet for technical dive teams. Liveries for submarines and habitats. Mission patches, uniforms, expedition maps. Communications design system. Sustainability program materials. Operational design across campus architecture, interiors, pitch materials, and meeting frameworks.

CATEGORY CREATION

THE OUTCOME

Created new category in ocean exploration. First product (Vanguard habitat) now live. Design system enabled DEEP to operate at institutional scale - from dive operations to investor pitches to physical infrastructure.

ARTICLES

FURTHER READING

VIEW ALL

DOCUMENTATION

AI

Gendo AI

Created product documentation architecture for generative AI design tool that improved code quality and designer-developer communication.

WEBFLOW

ENVIRONMENTAL

Moshun Earth

Web development and Webflow build under tight deadline with custom brand implementation and seamless client handover.

TRAINING

TRANSFORMATION

Hey! What?

Five-day systems training that transformed agency from platform dependency to £60k+ in new Webflow sales and promoted designer to senior role.

Hamish Duncan runs HUX, a design systems practice in Bristol, UK. He teaches operator-led no-code workshops for teams who need to scale without chaos. Before design systems: professional snowboarder. Spinal injury 2004. Shift from momentum to structure. 16 years building systems that hold—Hargreaves Lansdown (1.7M users), brand architecture, technical implementation.

Build at the speed of thought.

BOOK AN INTRO
BRISTOL, UK

Winter 2025/26 workshops now open.
‍hamish@hamishduncan.com
‍+44 (0)7832 839 543

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