Techniques are described for providing a unique wallpaper for a new user profile on a graphical user interface of a computing device. An example method includes initiating, by a computing device, a new user profile setup process to create a user profile at the computing device, the computing device having at least one other existing user profile. The method further includes automatically selecting, by the computing device, a wallpaper from a set of two or more wallpapers, wherein each wallpaper of the set of two or more wallpapers comprises a different graphical image, wherein the wallpaper is not associated with any of the other user profiles of the computing device. The method also includes automatically associating the wallpaper with the new user profile, such that the computing device displays the wallpaper in response to an attempt to access the user profile of the computing device.