In 2022, Wish launched its first ever brand refresh to give its core identity a fresh new look. Along with new brand guidelines and a new illustration system, I worked closely with the Merchant team at Wish to refine and implement a new merchant experience across our marketing channels.
Role: Art direction, visual design, illustration
Credits: Huge Inc., Ruby Lee, Sasha Mills
01. DEFINING THE ESSENTIALS
The new visual language for Wish consists of vibrant colors, playful shapes, and bold text. To provide a clear visual guide for the team, the main features for the merchant brand were simplified into the following essential elements:
02. adjusting for SCALABILITY
Merchant materials can vary in length and complexity depending on how they are utilized. To find the perfect balance, I developed a guide that defined the use of graphic elements based on the goals and complexities of each material. Collateral used to attract new merchants would use a wider range of colors and treatments, while informative content for our existing merchants are more simplistic and structured.
03. application
After identifying the core visual elements and their usage, I collaborated with the Sales Enablement team to implement the new brand across our marketing materials. Below are some examples of how they were applied for specific use cases.
04. FURTHER EXPLORATIONS
As we continued to evolve the brand, I experimented with treatments outside of our usual style for special events such as our annual merchant summit. This allows us to keep the brand fresh for merchants without straying too far from the brand's core identity.
