“The website looks beautiful, but the back-end is even more so. It's a really super clean build, super intuitive. And the design system BX built has evolved into our new corporate design system.”
Gerard Simpson, Web & Digital Strategy Manager, GumGum
Project Summary
Ten flagship pages. Fifty-two components. One company repositioning. BX Studio partnered with GumGum, the contextual advertising and attention technology company, to redesign and rebuild gumgum.com on Webflow as it evolved into The Mindset Company. We built a component-based design system, redesigned the pages that tell the Mindset story, and rebuilt the rest of the site on reusable templates. The new site launched June 18, 2026, and the partnership continues on a monthly retainer. GumGum was evolving beyond contextual advertising. Its website had to make that case to the entire market.
Challenge
GumGum was repositioning around Mindset, a more human, signal-driven approach to attention, and its website had to carry that story to advertisers, publishers, and its own teams. The existing site made that hard. Its content library was spread across collections with no consistent structure connecting them, and page types had been built one at a time, so every new page meant another one-off build. The relaunch also had a fixed date: the new site needed to be live ahead of Cannes Lions.
Solution
BX Studio started with the system. We designed a library of 52 components, each with four variants, so GumGum's team could assemble new pages without starting from scratch. Then we split the build in two: ten flagship pages redesigned from the ground up to tell the Mindset story, and the site's repeatable page types rebuilt as templates on the new system. We migrated GumGum's historical content into a clean CMS structure, connected every form to HubSpot, and brought the homepage and Mindset pages to life with custom hero animations.
Outcome
The new gumgum.com went live on June 18, 2026, the week before Cannes Lions, as the first step in extending GumGum's Mindset launch to the industry. The design system didn't stay on the website. GumGum's team has since evolved it into the company's corporate design system, and its product team now references the new site when designing product interfaces. GumGum continues to optimize the build with BX Studio on a monthly retainer.
GumGum built its business on understanding the mindset behind every impression. Now its website runs on a system its teams build from.
