Forward. Together.
Social media
2023
Serving more than 2 billion people globally, WhatsApp needed to evolve beyond the perception of being “just another social media app.” As the world’s most trusted communication platform, it required a universal design system that could bridge product and marketing—deepening the connection between its secure, intimate product experience and its outward marketing communications, while staying true to the promise of safe, accessible communication for anyone, anywhere.
Forward. Together.
Social media
2023
Challenge
Serving more than 2 billion people globally, WhatsApp needed to evolve beyond the perception of being “just another social media app.” As the world’s most trusted communication platform, it required a universal design system that could bridge product and marketing—deepening the connection between its secure, intimate product experience and its outward marketing communications, while staying true to the promise of safe, accessible communication for anyone, anywhere.
Strategy
Guided by Forward. Together., our strategic approach positioned WhatsApp as fundamentally different from social media: a secure utility built for intimate connection and social change. The goal was to capture the spirit of effortless global communication, anchored in privacy and trust, and our approach was grounded in universal accessibility principles—transcending age, location, bandwidth, and literacy barriers—while exploring the brand’s deeper emotional territory.
Identity
We created a product-led palette reflecting the in-app experience, from the iconic WhatsApp green to dark mode variations. Modular graphic blocks mirror the rhythm of conversation, translating the back-and-forth flow of messaging into dynamic layouts. Core principles of simplicity, flexibility, and universality ensure the system feels authentic across every touchpoint, while preserving the platform’s essential minimalist clarity.
Application
The evolved brand language extends seamlessly from intimate one-to-one messaging to large-scale global campaigns. Modular wayfinding and storytelling elements adapt across digital and physical environments, enabling communication that feels both universal and culturally specific. By reflecting the natural cadence of conversation, the system resonates across diverse contexts without losing consistency.
Outcome
WhatsApp now stands clearly apart from social media platforms, its identity rooted in being a trusted global utility. The evolution strengthens user confidence by visually reinforcing privacy and accessibility, while giving marketing teams a flexible, scalable system. The result is a brand that honors WhatsApp’s intimate, secure nature while connecting authentically with billions of users around the world.
