Greenhouse is a leading hiring software company that builds winning hiring cultures for the world’s smartest and most successful organizations. We worked to bring their new brand to life in a fully-optimized digital experience, with demand generation and thought leadership at the center.

An image showing Greenhouse's website, a portrait, and some of their brand elements.

The Challenge

Greenhouse’s previous marketing site wasn’t adequately supporting their business or their brand. Our goal for this project was to enable Greenhouse's core business goals: create demand, deliver sales leads across multiple customer segments, and to integrate a forward-thinking brand update.

An image showing Greenhouse's website, a portrait, and some of their brand elements.

Drafting off work by Order, Instrument expanded the new brand into a thoughtful digital brand and component system—pushing far beyond typical conventions and aesthetics seen in the SaaS space. We developed a novel way to visualize the Greenhouse product dashboard, syncing it with the new brand, removing the need for tedious asset updates when changes are made to UI.

An overview of Greenhouse's design system.

Inspiration and Efficiency

The flexible component design system we built serves as a powerful, easy-to-use tool for building demand across Greenhouse’s properties.

Strategy and Technology was fully built on CraftCMS. Our technical and strategic work folded several separate subdomains into one well-organized site structure and editing environment. The site and CMS are tightly integrated with Optimizely for creating A/B tests against hypotheses. From button color to entire page layouts, Greenhouse can quickly create scenarios to test conversion metrics.

Across the site, queries are optimized, templates are micro-cached, and a holistic nginx caching layer provides incredibly fast page-load times. A low-maintenance Heroku deployment pipeline helps Greenhouse's engineering team focus on streamlined updates—not operations.

The new site is a true reflection of the company Greenhouse is and wants to be. It’s not only a better user experience — it enables us to use our full toolkit of assets to drive demand and growth. More tactically, it provides us a system that we can actually manage and adapt over time.

Trenton KenagySenior Director of Brand and Creative, Greenhouse
An image showing Greenhouse's website, a portrait, and some of their brand elements.


Greenhouse’s key metrics are radically improving. Since launch earlier this year, they have tracked a 45% increase in users reaching the demo request page, and a 59% increase in newsletter subscriptions.

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Our Roles


  • UX Strategy
  • Information Architecture
  • Content Strategy
  • Concept Testing
  • Demand-Gen Strategy


  • UX / UI Design
  • Creative Direction
  • Visual Design
  • Motion Design

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