Gem approached Fuzzco to lead a rebrand and overhaul of their marketing site to help position them as a technically advanced, seamless and collaborative hiring platform for recruiting teams and managers alike. The core spirit of the brand and the idea behind the name Gem still resonated and in many ways felt even truer today, but the visual identity and design language used to represent this idea of finding the “gems” for your team needed a fresh perspective.

We worked with their team to understand what this new era of recruiter and team manager needed in a sea of “AI-powered-find-your-next-hire-quick” technology and developed an optimistic yet clean and often minimal identity that centers the humans on all sides of the recruiting process.

The website had legacy technical and architectural debt that we worked to streamline to create a cleaner product and brand story and help visitors find the content they needed more intuitively. We redesigned the full site, created a suite of abstracted product UI assets and animations, and built a net new website. Ongoing management and operational efficiency of the site was a core consideration through the design and build process, ensuring their internal teams could spin up landing pages on their own and make updates across the site without requiring support from engineering.