HARPER WILDE

INCLUSIVE INTIMATES & APPAREL STARTUP

Harper Wilde, launched in 2016, set out to challenge the pandering hyperfemininity of brands like Victoria’s Secret by designing super-soft, soundly beloved products that actually championed women’s comfort instead of the male gaze. As the Harper Wilde community and product assortment grew, it became clear the brand identity needed a reimagining.

I developed a holistic rebrand and site redesign that felt fresh and modern — but still familiar to the existing community of Harper Wilde evangelists.

BACK TO BASICS

Harper Wilde’s original logo was designed to reflect their philanthropic commitment to girls’ literacy and education — as well as their no-bullshit, no frills stance among competitors in the intimates space. But the stiff serif logotype began to feel austere and dated alongside the rest of their warm, playful visual language.

The new logo retains structure and clarity but introduces organic curves and melded letterforms, evoking an approachable, organic fluidity and sensuality.

HOMEPAGE REDESIGN

The rebrand came to life with a site refresh that featured a new color story to replace a palette that was too cool-toned and conservative. The rebrand also introduced rounded edges, punchy accents, and spacious color fields, leaning into a newfound warmth, modern approachability, and playfulness that felt intrinsic to the brand.

A PERFECT FIT

The new logo and brand identity was rolled out across paid and organic social channels, direct mail, and e-comm.

SEE THE ACCOMPANYING BRAND AWARENESS CAMPAIGN HERE

CREDITS

VP OF BRAND
Micol Cortese

CREATIVE DIRECTION & BRAND DEVELOPMENT
Jessee Fish

DESIGNERS
Clara Pathe, Sara Libernans, and Caroline Curtin

PHOTOGRAPHY
Lauren Naylor

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