Wish had built one of the largest e-commerce platforms in the world on the promise of discovery and unbeatable prices — but its brand had fallen behind the experience it was trying to deliver. A major platform overhaul gave the opportunity to rethink the visual identity from the ground up: bolder, more expressive, built for a generation that shops through its phone. The new system introduced a more confident mark, a vibrant colour palette and a graphic language designed to make the brand feel as dynamic as the products inside it.