In 2022, Wish worked with Huge Inc. to launch its brand refresh as a part of its turnaround journey. To unify the brand, I took on the task of revamping Wish’s old illustration system to create a new library of visuals that match the vibrancy and playfulness of the new brand.
Role: Art direction, illustration
Credits: Ruby Lee, Sasha Mills, Sharon Pan, Jimmy Vongsamphanh
INTRODUCING THE NEW WISH
Before updating the illustration system, it was important to first understand Wish's new visual language. The new look and feel focuses on a modern and playful style that is both friendly and exciting. A bright color palette, bold text, and customized shapes allow for a wide range of possibilities when applied across our marketing channels.
THE NEW illustration system
After getting a good grasp of the general look and feel, I worked with a team of designers to build a new illustration system that complements the new brand.
The final style highlights the fun and vibrant energy of the brand and is flexible for use across different touchpoints. To ensure proper and consistent use across the org, we created a comprehensive guide that gave an overview of the visual style along with guidance on the illustration usage. Below are some examples of the illustrations in action.
To see more illustrations in action, check out the Wish Merchant Brand Refresh.
