Project Overview
Reimagining workforce management for the modern gig economy
Nowsta is a workforce management platform that helps organizations onboard, schedule, and pay hourly teams across staffing, hospitality, and logistics. With a rapidly growing customer base and a mission to empower hourly workers with dignity, flexibility, and financial confidence, the company had outgrown the presentation layer, which no longer reflected the sophistication or scale of the platform underneath.
HALO partnered with Nowsta's product, marketing, and people operations teams to rethink the brand from the ground up, transforming it from an underutilized asset into a market-ready platform built for Series B fundraising, more sophisticated recruiting, and the next phase of growth.
The Challenge
A mission ahead of its presentation layer.
Nowsta had a visionary product and a loyal customer base, but the brand hadn't caught up. The homepage lacked narrative clarity, declarative design, and a clear point of view in a competitive category.
The Process
From fragmented to first-class.
Strategic Discovery
Ran stakeholder workshops and product immersion to surface what set Nowsta apart: shift management, in-app communication, and embedded payroll.
Content & Narrative
Built a messaging framework around the full platform, scheduling, payroll, worker management, and a clear stance on gig work as real work.
Design & UX Architecture
Designed a content-forward site, alternating light and dark sections with custom photography and illustration, enterprise SaaS structure, mission-led warmth.
CMS-Ready Execution
Built on Gatsby with a headless CMS and a modular component library, so marketing ships new pages without engineering.
Pricing Page: Pricing that does the qualifying. Sticky CTAs, labeled tiers, and hover-state tooltips; dense pricing turned into a fast, self-service decision.
Photography: No stock photos, no clichés. Real hospitality and events workers, Nowsta's core audience, shot in natural moments on the job.
Companion App: Schedule, swap, cash out. The worker-facing side of Nowsta, built around flexibility, control, and instant pay through NowstaPay.
Experience Architecture & Design System
Visual Identity Rooted in Confidence and Clarity
A governed design system enabled scale, using calm tones, editorial type, and cards to make invisible automation feel clear and trustworthy.
What We Built
Brand-Led Design System
Holistic Product Narrative
Elevated Visual Language
Conversion-Oriented Pricing
Authentic, Human Imagery
CMS Flexibility for Scale
Why it Matters
Structured blocks, consistent iconography, and a clear hierarchy do the explaining; visitors grasp what the platform does without hunting for it.
Scheduling, payroll, worker management, NowstaPay, and geofencing told as one story, so a multi-product platform reads as a system, not a feature list.
Custom gradients, rounded components, and scroll-triggered motion break dense content into digestible sections, guiding attention without pulling focus.
Sticky CTAs, labeled tiers, and hover-state tooltips turn a complex offering into a fast, self-service decision; sales tool and self-serve funnel in one.
Real hospitality and events workers, Nowsta's actual audience, paired with testimonials and trust signals like Capterra ratings, so the site reads as credible to the people it's built for.
A CMS-ready component library and flexible grid let the team add product pages, case studies, and hiring content themselves, scaling the site without structural rework.
