How Gusto rebranded for the long-term

From our Design for Business Impact design & business case studies virtual speaker series Learn: how can a consistent brand drive customer growth and business results? Micah Panama is the Creative Director and Head of Brand at Gusto, where he oversees all creative work, ensuring that Gusto’s brand shows up consistently and authentically across all channels. When Micah joined Gusto, the brand was successfully differentiated from its competitors, but the company lacked a shared understanding of how to consistently represent itself across all customer touchpoints. In 2019, the company set out to double its customers, brand awareness, and the size of its team. Gusto had to redefine itself with a category-defining brand and create a brand experience that would resonate—and connect with—with customers. With over 70,000 existing customers, Gusto was on the right track, but Micah and the team knew they could achieve their growth targets more effectively with a refreshed, consistent brand. He assembled a cross-functional team that researched, strategized, explored, and collaborated to create Gusto’s new and improved identity. Then, they set out to infuse every part of the company with that brand—starting with employees. In this talk, learn how Micah and his team grew Gusto’s brand awareness by 2x and their customer base by more than 40% with process, creativity, and cross-functional input. You’ll see how establishing a story-based brand can help your entire company scale, flex, reach new audiences, and achieve tangible business results. Watch more talks from our open-source case study library at designerfund.com/business-impact