Gusto × Smith & Diction

Gusto grew from payroll tool to the operational backbone of a small business. The brand had some catching up to do.

Gusto Brand Studio and Smith & Diction pushed the familiar identity into a brighter, bolder system: two custom typefaces, a saturated take on its legacy palette, customer-inspired art direction, and illustrations with more colour, detail, and personality.

Even Penny got a glow-up.

Same heart. More guts.

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