Create without limits
Challenge
Wishlabs is a vertical AI creativity powerhouse. Delivering democratised creative tools into the hands of 150M+ users. Their portfolio—Retake, Wonder, FaceDance, PixelUp and more—is shaping the technological intelligence behind modern consumer creativity. For Sprint Department, our challenge was to build a brand identity from scratch. Strong enough to keep up with the trajectory of the business, robust enough to house their rapidly expanding portfolio. We kicked off the project with a namestorm to verbally capture the essence of the brand. ‘Wishlabs’ was the frontrunner name from day three.
Strategy
Attracting top talent is the core driver at Wishlabs. Echoing their parent company Codeway, everything is built with in-house technology by builders thriving in a culture that creates without limits.
This position in the market as a beacon of opportunity for builders who dream and dreamers that build, paired with their anything’s possible rally cry, quickly became the core idea for the brand identity.
Identity
Imagine walking through Wishlabs, there’s a door here, a window there, an archway leading to a corridor of curiosity over there.
That feeling of infinite possibilities distilled down into a modular graphic device, adaptable to all formats, that could immediately add a layer of intrigue and easily frame an image in the house style.
“We wanted the system to facilitate limitless storytelling”
—Josh Andrew, Co-founder @ Sprint Dept
Wishlabs have their own image generation software and as they iterate into the future, they’ll create their own ecosystem of imagery.
To accelerate that aesthetic development at the masterbrand level, we built a Midjourney prompt—recently updated for the team to benefit from the 8.2 model update—that captures the creative laboratory in the sky you wish you worked at.
Colour had to evoke an immersive dream like flow state. And the extended palette has an edible quality that wouldn’t be out of place at a Bompus and Parr exhibition in the courtyard of the Wonka factory.
When concepting the logo, the winning idea that clicked for everyone was the W+L monogram, with a graphic nod to the power station. Which then became a custom wordmark ready to be made famous.
Outcome
The Wishlabs team have already got to work building out their website, which has already been featured by Framer.
A big thank you to Cantug, Behram, Cemre, Ceyda and the team for moving at such a phenomenal pace on this project. We were all building the plane as we were flying it, which is a testament to the culture of the company.
Narrowing the gap between idea and execution is a mutual obsession of Wishlabs and Sprint Department. And for Wishlabs, the sky is not the limit.
hey@sprintdept.com