Humanity at work: Gusto brings a new brand to life with Figma | Figma Blog
Gusto used Figma to turn a brand refresh into a company-wide effort centered on the human experience of work. The collaboration brought marketing, brand, product, and non-design teams into the same workspace, helping them align on the new identity and apply it consistently across Gusto’s platform. Figma’s real-time collaboration, commenting, libraries, and components helped translate the brand into a scalable product system. ## Why Gusto Rebranded - Formerly ZenPayroll, Gusto serves more than 100,000 small businesses with payroll, benefits, and HR tools. - Although customers valued the product, Gusto felt its existing brand did not reflect the human way it served them. - The refresh aimed to unify brand awareness, product development, and customer experience. - Gusto viewed its brand as the sum of every user interaction, not something owned solely by marketing or brand design. ## Bringing the Whole Company Into the Process - A major challenge was aligning roughly 1,000 employees around the new brand. - Gusto chose Figma as a shared workspace where employees could: - See work develop in real time - Communicate and share ideas - Comment directly on designs - Take ownership of the rebrand - Figma also helped non-designers understand the design process and appreciate design decisions. ## Connecting Brand and Product Teams - Brand and product design teams worked as equal partners through brainstorming sessions and workshops. - They jointly developed: - Color palettes - Typography - Brand starter templates - Product applications of the new identity - In collaborative sessions such as “Refresca,” designers applied the new brand to different product areas together in Figma. - Early collaboration made it easier to carry the brand consistently through the entire product experience while highlighting meaningful moments in distinctive ways. ## Building a Scalable Design System - Gusto wanted a reliable “system of record” for how its products should look. - The product design team created a UI kit using Figma libraries and components. - The kit was based on the brand team’s guidelines and provided reusable foundations for multiple products. - This system helped designers work consistently and scale the new brand as Gusto grew. Gusto’s experience shows that a successful rebrand requires more than new visual guidelines. Shared tools and close collaboration can align an entire company, connect brand strategy to product design, and create a cohesive customer experience.
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