Client:
CashStar

The Opportunity:
How might we create a realistic, engaging brand that could better showcase CashStar’s growing suite of digital gifting products while providing greater flexibility for demonstrations and product innovation?

Building a Brand That Outgrew Its Original Purpose:

While at CashStar, I was given the opportunity to reimagine the company’s internal demonstration brand, which was used to showcase gift card products and new platform capabilities. Rather than simply refreshing the existing identity, I created Wanderful—a fictional outdoor lifestyle brand designed to feel authentic, aspirational, and flexible enough to support a wide variety of product demonstrations.

From the brand strategy and visual identity to the supporting marketing assets, every element was intentionally crafted to create a believable customer experience. The new brand provided a cohesive foundation that could be adapted across multiple digital gifting products while making demonstrations more engaging and relatable.

What began as an internal design initiative ultimately became the company’s primary demonstration brand and continues to support multiple gift card products today.

Extending the Brand Beyond the Screen:

To further bring the Wanderful identity to life, I organized a company-wide volunteer event focused on trail restoration in the Portland area. Participants received custom-designed COMMUNITY shirts that I designed and produced in partnership with a local print vendor.

The event demonstrated how a thoughtfully designed brand could extend beyond digital products to create shared experiences and strengthen community engagement – turning a fictional brand into something employees could genuinely connect with.