Wishlink, made loud.

• 9

  Color palettes in production

  None of them canonically the brand

• 2

  Competing “primary” oranges

  Even our brand color was a coin toss

• 3

  Fonts across product & marketing

  Rubik in product, others in decks

• 0

  Documented voice principles

  Every line of copy was a guess

Nobody’s failure. This is what happens to every brand that grows fast and organically without a custodian. The whole point of the sprint was to finally give it one.

1. Before01 / 04

   Groundwork

   Stakeholder interviews across every brand surface to surface problems and patterns. Captured in a doc so internal feedback fed the sprint.

2. Day 0102 / 04

   Discover

   Reference brands, gaps in the current brand, archetype debate.

3. Day 0203 / 04

   Define

   Hardest day. All decisions, no drawing. Archetype, voice, type, ownership locked.

4. Day 0304 / 04

   Design

   With the framework locked, drew the mark, palette, system, and illustration language.

The whole design team, thirteen of us, in one room, three days. No BAUs, no Slack, no meetings. The tight timebox wasn’t something we tolerated; it was the point.

The percentages aren’t decoration: they’re the anchor. When a marketer writes a push or a designer picks a tone, this ratio is what they calibrate against.

From the Hero / Everyman / Jester anchors, we built outward, eleven ramps, eleven stops each, keeping the same energy and contrast into a system disciplined enough to be rich without becoming noise again.

Both redrawn this sprint, from scratch. Built to work in full color on paper and in knockout on dark: billboard or dark-mode app, the mark holds.

Wordmark · the full logo

ExistingW vs L mismatch · uneven weights

UpdatedOne typeface · consistent weight

Monogram · the icon

ExistingPieced-together

UpdatedDrawn this sprint

Color is half of it; voice is the other half, and it’s where the brand shows up most often. Every push. Every email subject. Every empty state. So we wrote real before-and-after pairs on real surfaces.

Same Wishlink, sharper Wishlink. Nothing about who we are changed; everything about how clearly we say it did.

Same system, different formats. Out-of-home built for India and built to be loud at scale; swag built to circulate. Both held to the same standard: brand palette only, two fonts, one voice, no improvising.

Out-of-home · on the ground

Swag · pick up · carry · circulate

• 01

  Speed

  Every creative ships faster. Decisions are pre-made: banners, push notifications, onboarding screens, all unblocked at the start of the brief.

• 02

  Consistency

  A creator on Instagram sees the same brand that an investor sees in a deck that a candidate sees on careers.

• 03

  Recognition

  A documented brand is a measurable one. We can audit every quarter against the same yardstick and watch recall compound.

• 04

  Recruiting

  A real brand book is the strongest design hiring signal we’ve ever had. The next five designers want to join the team that did this.

• 05

  Product

  Brand decisions ship as design tokens. The Creator app (via wish-ui) and Influence OS both consume from one upstream contract. New products inherit a brand instead of inventing one.

One quarter, full alignment.

The main deliverable of this exercise. Six chapters, end to end: every rule, guideline, downloadable asset, color token, and governance flow logged and ready to consume. For our developers, our creative teams, and any external partner designing for and with Wishlink. References: Polaris, Carbon, and the best of 2026’s system documentation.

Tools, on top of the system

A brand book only scales if it can run without us.

Tool 01 Live

Banner builder

Compose on-brand banners for marketing, social, and product surfaces.

Six templates, the brand palette, brand fonts, and pattern overlays: wrong color, wrong type, wrong padding, impossible. Exports as PNG, SVG, or a Figma-paste-ready text dump so layouts survive the round trip.

• 6 templates · Announcement, Milestone, Promo, Blitz, Brand Collab, Custom
• Solid or gradient + 8 pattern overlays
• Inline text editing · brand-font picker
• PNG · SVG · Copy for Figma exports
• 16:9 · 1:1 · vertical formats

Open the tool

Tool 02 Live

Copy refiner

Paste copy (or drop a screenshot) and get a rewrite in Wishlink’s voice.

Pick a target surface or let it auto-detect, and the refiner rewrites against the 55/30/15 archetype mix and the four locked voice rules. Drop a screenshot and it reads the copy straight out of the image.

• 7 target surfaces · auto-detect or pick one
• Reads copy from screenshots (OCR)
• Archetype-calibrated · Hero/Everyman/Jester
• Enforces the four voice rules
• Refines push, email, empty states, marketing

Open the tool

Tool 03WIP

Email templates

Templated, voice-locked emails for transactional and marketing surfaces. Closes the last manual loop: every email creators receive will derive from one tokenized template set instead of handcrafted HTML.

Shipping next quarter

The entire Wishlink Design Team, every discipline in the same room.

• Aryan BattishProduct Design · Brand Book & Site
• Atul KumarDesign Lead · Sprint Orchestration
• Ajay YadavMotion Graphics
• Akshita DeharwalCreative Director · Non-Product
• Ashish TamangVideo
• Kartik RaoProduct Design
• ManyaGraphic Design
• Parmjeet SinghVideo
• Sanskriti GoelVisual Design · Non-Product
• Shafaque AsjadIllustration
• Shaurya SinghProduct Design · Product Guidelines
• Shweta SalujaGraphic Design · Non-Product
• Sukhjot SinghVideo Guidelines