Wisp

Founding Designer > Design Director

Healthtech

Since its launch in 2018, Wisp aimed to make sexual healthcare inclusive, cost-effective, and accessible for everyone. However, the brand struggled with legitimacy in a rapidly growing market. Wisp needed a cohesive brand strategy, a clear visual identity, and an improved product experience to connect better with patients and stand out from competitors.

Art Direction

Creative Direction

Brand Identity

Visual Design

Web Design

Challenges

Process

Solution

Results

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.

Palette

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.

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.

Art Direction

I organized, planned, and directed multiple photoshoots, amassing several hundreds of proprietary images for cross-channel use.

Website: Before/After

Before and after product page including new photography assets (featuring the rebranded labels), a simplified grid system, overhauled messaging, styling, and upgraded functionality.

Re-envisioned checkout flow included both UX and UI updates to allow for an easier and more enjoyable experience.

Re-envisioned checkout flow included both UX and UI updates across all flows to allow for an easier and more enjoyable experience.

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.

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.