3 Lessons We Learned From Rebranding Gusto

Why a successful rebrand should be a collaboration

Jason Marder
Modus
Published in
5 min readJan 27, 2020

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A new sign-in page that celebrates humans at work.

July 22, 2019, was a big day for Gusto. We launched a completely overhauled brand and a massively improved product experience.

What happened seemingly overnight started with nearly two years of tough questions: Who are we? Who do we want to be? What do we have to do to get there?

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Jason Marder
Modus
Writer for

Design @ Stripe. Previously redesigned Gusto. Life enthusiast. Lover of all things delicious. www.jasonmarder.com