3 Lessons We Learned From Rebranding Gusto

Why a successful rebrand should be a collaboration

Jason Marder
Jan 27, 2020 · 5 min read
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?