Gusto Marketing & Brand Design | Lindsay Rae Grizzard

Brand Design

Project Overview

Brand design and implementation of rebrand for Gusto, the People Platform.

My Contributions

Over the course of a year or more, my team and I helped with and implemented a full rebrand of Gusto. I primarily executed on web design, but helped across the board on many Gusto brand projects.

Extra major props to Micah Panama (Creative Director), Koto (incredible brand agency), Natalie Schoch (Lead Brand Designer and mentor), Jenna Carando (photography art director and letterer) as well as Ellen Ennes (exceptional copy writer) and so many more from marketing and design.

For the web design portion of Gusto's rebrand, I worked closely with designer Natalie Schoch to revamp over 100 and fully redesign 10 webpages in just a few months. We took one page of limited brand elements and turned them into an entire working ecosystem. Our team created the system for using illustration, typography photography, color and animation throughout all digital platforms. While we worked on our digital designs, we constantly collaborated to make sure the brand felt consistent across print, deck design, and other company materials.

One important piece of this project was discovering how we could show Gusto's beautiful product without consistently updating assets or overwhelming the user with wordy screenshots. We created a balanced system of full screenshots in key locations and specific feature moments of the product in other areas. This created a nice pattern and cadence to the website. I specifically enjoyed creating an animation system for these moments that drew the eye, without causing too much disruption to content.

This concept was pulled through into our ads as well and create a visually dynamic and interesting set while still feeling simple and on brand.