Gusto

While in-house at Gusto, I co-led the rebrand that evolved our fun and quirky brand into one that better reflects the sophistication of our product and the impact we have on small businesses. I also led the app redesign that followed.

From strategy and creative direction through brand, web, and product design, our small team meaningfully transformed a company already operating at meaningful scale.

Since launching the brand in 2019, Gusto’s paying customers have 3x’d and there’s no sign of slowing down.

In late 2017, we outgrew our tiring SOMA digs and secured a historic warehouse on Pier 70 to serve as our new home.

The whole company was eager for a meaningful workplace upgrade, and leadership aspired to a space that celebrated our mission and culture. Jenna and I were initially tapped to help out with some aesthetic choices, but we saw an opportunity to apply holistic design thinking for much greater impact.

The end result was exceptional. Inc even named our office one of the world's 10 most beautiful of 2019.