Koto played a pivotal role in reshaping Glassdoor's image and purpose. Glassdoor, the preeminent job search and career insight platform, has undergone a transformation under Koto's guidance, with a focus on evolving from a mere source of workplace insights into a vibrant community fostering genuine workplace discussions.

Together, Koto and Glassdoor have meticulously crafted a comprehensive brand identity that radiates confidence and a spirit of open-mindedness, empowering users to share their voices through candid conversations.

The heart of this rebranding effort is the new logo, which vividly embodies the brand's central message, "Real work talk." The name itself takes center stage in workplace dialogues, flanked by g/d-shaped quotations, lending it a symbolic and inviting appeal. The logo's all-cap design is a bold departure, standing tall and door-like, evoking the notion of a door swinging open when animated.

To strengthen the sense of community, Koto collaborated with the talented artist, Josep Puy, to create a playful yet sophisticated illustration library. These illustrations breathe life into key themes like conversation, diversity, anonymity, and collaboration, both in the product and in marketing.

The concept behind the Glassdoor brand draws inspiration from a real incident where employee salaries were accidentally left on a photocopier. This incident served as a driving force behind much of Koto's strategic and verbal work, making transparency the linchpin of the brand, evident in the tone and messaging, emphasizing open and honest conversations.

Green has always been synonymous with Glassdoor's identity. Expanding on this iconic color, Koto introduced a palette of secondary colors inspired by the standard office copier papers, and the diverse voices within the Glassdoor community. This expansion beautifully enhances the digital product experience.

In the effort to redefine Glassdoor's brand, a custom typeface was created, along with a set of interactive icons that harmoniously complement the wordmark, adding a human touch to the product's identity.

With Glassdoor's vast repository of information, clarity in data visualization was paramount. The new brand system brilliantly showcases the most pertinent data through innovative infographics, illustrative storytelling, and a motion system that mirrors the product experience, encapsulating the essence of typing, scrolling, and revealing in a visually compelling manner.