wisp
Roles:
Art Director
Brand Strategist
Creative Director
Visual Identity
UX/UI
In-house team:
Conor Monohan, Mktg Director
Kathleen Morrison, Brand Writer
Heather Maehr, Visual Designer
Partners:
Annie Tonsiengsom, Producer
Fran Bittakis, Producer
Christine Dong, Photographer
Zoe Ching, Photographer
Diane Villadsen, Photographer
Allie Sullberg, Illustrator
Since its launch in 2018, wisp’s mission has always been to make sexual healthcare inclusive, cost-effective, and accessible—for everyone. Wisp connects patients with real-time providers to help safely navigate their symptoms and get back on track.
I was brought on to rebrand wisp and help streamline and solidify their brand strategy, visual identity, and product experience. In the process, I built a small creative team of internal designers and external partners to help us get there. Understanding that brand legitimacy was our main issue, I started talking to patients, reading reviews, and doing competitor research to help set us apart in a quickly growing space.
My top contributions:
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Solidified our brand story, positioning, and vision. I helped write our mission and vision statements and crafted copy for taglines and campaigns.
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Built the brand guidelines for marketing, including a new logo, color palette, typography, illustration, photography style and art direction.
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Built wisp's design system with a mobile-first lens including a new grid system, responsive components, accessible color palette, font scale, etc. leading to higher conversions and a better site and brand experience
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Led engineers in overhauling the purchase experience and product page, resulting in higher conversions (this is still in progress and is part of a full site re-platforming project to be released by fall 2022.)
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Planned, executed, and directed multiple photoshoots, amassing several hundreds of proprietary images for cross-channel use
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Built the well-performing framework for our first Artist Partnership Program, including sourcing and managing underrepresented illustrators to help elevate our brand packaging, allowing the brand to better show up for our mission
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Set the creative direction to overhaul our email design flow catalog leading to higher conversion and better brand awareness and engagement, including 13 total flows, with a combined 41+ emails
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Led six new product launches including a revamped label template, box design, campaign messaging, digital experience enhancements, and social and email campaigns.
The Main Rebrand Elements
The Logo: Before/After
The rigidity of the original logo made it feel less approachable than wisp ideally wanted. Practically, it was also challenging to read at small sizes as the stroke widths were quite small. Comfort, classic, and a bit of a throwback, the new logo has a lot to offer. Its friendly serifs are approachable and the rounded body of the letterforms is inviting.
Pallete
The primary color, “Mingo” (the bright coral shade) represents: love, compassion, care, and empathy — reminding us of the importance behind wisp's favorite mantra: “love yourself first.” Mingo’s benefits are many: it offers a mature, more inclusive primary brand color and is up to par with the accessibility standards wisp is prioritizing. Wisp's other supporting star, Cobalt, adds familiarity with a modern take on the primary blue often seen in the traditional medical space.
Typography
The lettering pair of Bogue and Gotham is sophisticated, yet approachable, and their balance underlines the balance they wish to help their patients achieve in their healthcare. Plus, both typefaces offer a robust font family and are great for text at small sizes making them great for readability.
Creative + Art Direction
I organized, planned, and directed multiple photoshoots, amassing several hundreds of proprietary images for cross-channel use.
Website
Before and after product page including new photography assets (featuring the rebranded labels), simplified grid system, overhauled messaging, styling, upgraded functionality, and a re-envisioned checkout experience.
Before/After
Social
Education is a crucial aspect of the wisp brand. Demystifying and destigmatizing sexual health conditions and treatment are important themes we focused on in our cross-channel marketing efforts.
Packaging
Before/After
