Wayfair is an online retailer for home goods, from furniture to décor. As the company grew rapidly, teams began using the logo, voice, and design elements in different ways, leading to an inconsistent brand that was harder for customers to recognize and trust. At the same time, the visual identity—originally created in 2011—was starting to feel outdated by 2018.
I helped translate the refreshed brand strategy into Wayfair’s first-ever brand book, evolving core elements like the logo and visual style to feel more current while staying true to Wayfair’s identity. The result was a centralized brand system that gave teams clearer rules for how Wayfair should look, sound, and show up across channels.
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 better reflect Wayfair’s approachable, personal view of home. We introduced a warmer style and updated color use, then simplified the iconography with a tapered line treatment that felt connected to the illustrations and worked better at different sizes.
Typography & Color
The original fonts and color palette weren’t selected with modern accessibility standards in mind. We updated the typography to improve readability and introduced a custom handwritten script to give Wayfair a more distinctive, ownable look, while refining the color palette to feel more vibrant and meet accessibility guidelines.
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.
Brand Guidelines
We translated the refreshed identity into Wayfair’s first brand book, giving teams practical guidance for using the logo, type, color, illustration, voice, and design standards consistently.
Application
The system was designed to work beyond a document, extending into real campaign, digital, print, and internal brand moments across the business.
Team & PartnersPete Tschudy (Creative Director), Kyle Wright (Associate Creative Director), Greg Makrigiorgos (Lead Copywriter), Erik DiMauro (Illustrator), Holly Hancock (Packaging)