Rebranding, website design and social media strategy.
WorkBetterNow (WBN) is a remote staffing company that connects professionals across Latin America with U.S.-based businesses.
Industry: Recruiting Agency
- Overview
I joined the company in 2022 as a Community Manager and quickly identified an opportunity beyond my role:
- The brand lacked visual consistency
- Clear guidelines
- Cohesive digital presence.
I took the initiative to lead a complete brand refresh, redesign the website, and develop a content strategy that aligned the company's visual identity with its mission and values.
- Challenge
The company faced several branding and marketing challenges:
- No established brand guidelines.
- Inconsistent use of colors, typography, and visual elements across channels.
- A website that no longer reflected the company's growth and positioning.
- Social media content lacked a clear visual identity and strategic direction.
As the company continued to scale, creating a consistent and professional brand experience became essential.
- Solution
Goals:
- Create a cohesive and scalable brand identity.
- Improve brand perception and professionalism.
- Redesign the website to better communicate the company's value proposition.
- Develop a content strategy capable of increasing engagement and attracting qualified candidates.
Key Decisions:
Brand Refresh: After collaborating with the CEO, President, and Marketing Team, I translated the company's values into a refreshed visual identity.
Key decisions included:
- Developing a structured brand guideline system.
- Creating a modern blue-based color palette to communicate trust, professionalism, and approachability.
- Selecting Montserrat as the primary typeface for its modern, clean, and professional feel.
- Defining visual standards to ensure consistency across all marketing channels.
Website Redesign: Working closely with leadership and marketing stakeholders, I designed a refreshed website experience focused on:
- Clearer communication of services and benefits.
- Improved visual consistency with the new brand.
- A more modern and user-friendly experience.
Social Media Strategy: Once the new brand was established, I developed a content strategy for Instagram, Facebook, and TikTok.The strategy was informed by competitor analysis, audience research, and content trend evaluation.
Through this research, I identified strong demand for:
- Remote work tips
- Career advice for professionals.
- Educational content about securing remote opportunities.
This insight led to a video-first content strategy designed to provide value while increasing brand awareness organically.
- Results
Impact:
- Established a consistent brand identity across all digital channels.
- Improved the overall quality and professionalism of the company's visual communication.
- Increased audience engagement through a targeted content strategy.
- Organic video performance grew from an average of 200–400 views per video to as many as 60k+ views organically.
- Generated stronger employer brand awareness, with candidates frequently mentioning social media content as a reason they wanted to work with WorkBetterNow.
What I Learned:
This project reinforced the value of combining design, strategy, and business objectives. It demonstrated how a cohesive brand system and audience-focused content can significantly improve both brand perception and organic growth.
What the team says
Gabriela is an incredibly talented professional, proactive, creative, resourceful, and consistently reliable. She has a remarkable ability to solve problems quickly while delivering high-quality work across everything she does. I've had the opportunity to work alongside her on a variety of projects, from podcast editing to outbound marketing, and she consistently exceeded expectations.
One of Gabriela's standout qualities is her attention to detail and strong design instincts, which are increasingly rare to find. She is also deeply committed to continuous learning and has developed impressive AI skills that are highly valuable in today's fast-changing professional landscape.
Beyond her technical abilities, Gabriela brings kindness, professionalism, and a genuine human touch to her work and collaborations. Any team would be fortunate to have her as a designer, content creator, and editor.