WP STANDARD

As a long-time design partner to Whipping Post, I guided the brand through its name change to WP Standard—a pivotal moment that coincided with expanding from leather goods into apparel. This evolution was an opportunity to elevate the visual language and more fully express the brand’s enduring values.

• Evolved the identity system to reflect durability, craftsmanship, and timeless simplicity drawing inspiration from Americana, industrial graphics, and tailoring marks.

• Applied the refreshed design language across digital, packaging, and product touchpoints for a unified experience

The redesign positioned WP Standard for growth beyond its original category, reinforcing its reputation for quality while appealing to a broader lifestyle-driven audience.