Wayfair is an online retailer for home goods, from furniture to décor. By 2018, Wayfair had grown fast — and its brand had drifted. Teams were using the logo, voice, and design elements inconsistently, making the brand harder for customers to recognize and trust, while the 2011-era identity was starting to feel dated.
I helped translate the refreshed brand strategy into Wayfair's first-ever brand book, evolving core elements like the logo and visual system to feel current while preserving what customers already recognized. The result was a centralized brand system that gave teams clear, practical rules for how Wayfair should look, sound, and show up.
Wayfair Brand Evolution
Role: Brand System Design & Art Direction
Logo
The original logo was dated and suffered from scalability issues that made it harder to use across modern touchpoints. We simplified the structure, updated the type and color, and moved the pinwheel to the front, creating a more flexible mark while preserving the elements customers already recognized.
Illustration & iconography
The illustration system needed to feel warmer and more personal to reflect Wayfair’s customers’ unique senses of style. We introduced a softer style and updated color, then simplified the icons with a tapered line that tied them to the illustrations and held up at any size.
Typography & color
The original fonts and color palette weren't built for accessibility. We chose more readable type, added a custom handwritten script to give Wayfair something ownable, and refined the palette to feel brighter and meet accessibility standards.
Unboxing the logo
Many customers didn’t recognize the story behind Wayfair’s pinwheel. Through motion, we revealed how the shapes suggest both a home and a package, turning the logo into a clearer expression of Wayfair’s promise: personalized style delivered to your door.
The brand book
We turned the refreshed identity into Wayfair's first brand book — practical guidance for logo, type, color, illustration, voice, and standards every team could actually follow.
Out in the world
The system was built to live well beyond a PDF. It rolled out across campaign, digital, print, and internal brand moments — becoming the standard for how Wayfair showed up across the business.
Team & PartnersPete Tschudy (Creative Director), Kyle Wright (Associate Creative Director), Greg Makrigiorgos (Lead Copywriter), Erik DiMauro (Illustrator), Holly Hancock (Packaging)