Case Study: Gusto achieves a unified, human-centered rebrand and scalable design system with Figma

Gusto brings a new brand to life with Figma

Gusto, a payroll, benefits, and HR platform launched in 2012 that serves more than 100,000 small businesses, needed a top-to-bottom brand refresh because its existing identity didn’t reflect the human experience it provides. The challenge was company-wide: align product, marketing, and 1,000 employees around a single brand philosophy and translate that into the product and customer experience. To do this, Gusto adopted Figma as a core collaborative design tool for everything from mood boards and typography to UI design and presentations.

Using Figma, Gusto invited non-designers into the process, built a unified design system with Figma libraries and components, and created a UI kit to apply the new brand across the product. The result was a seamless translation of brand to product, faster cross-team collaboration, and a large-scale redesign that refreshed 120+ webpages. Gusto reports stronger internal alignment and clearer brand recognition — outcomes the team attributes directly to Figma’s real-time collaboration and commenting features.

Gusto

Micah Panama

Creative Director and Head of Brand Design