Wrapd
MAUD, 2023
Wrapd is a shopping and discovery platform built around a deceptively simple mechanic. Bookmark a brand, unlock its deals, cashback and promotions. The more you save, the more the platform reveals. It is, at its core, a tool for people who take both style and value seriously.
The identity needed to hold that tension without collapsing it. A platform offering discounts can easily tip into the visual language of the deal; loud, temporary, cheap-feeling. Wrapd's audience demanded something entirely different. A brand that could sit comfortably alongside the labels it featured, that felt as considered as the wardrobes it was helping to build.
The identity distils the platform's core purpose into a logo distinguished by a visual bookmark, immediately legible and quietly distinctive. Around it, a typographically refined graphic language gives the brand the lightness and sophistication of a contemporary fashion label, while the broader colour and visual system introduces the energy and playfulness that makes discovery feel genuinely exciting.
The result is an identity that knows exactly who it is talking to, and exactly how to talk to them.
Completed while Executive Creative Director at MAUD, alongside Tom Clayton and Jeremy Matthews. Imagery generated using Visual Electric.