WhatsApp is more than just a social media tool; it's a secure and intimate platform designed to foster connections and empower individuals worldwide to drive positive change.

In a strategic partnership, Koto joined forces with WhatsApp to elevate its brand presence. Together, they crafted a universal design system that strengthens the bond between the product experience and marketing efforts. Guided by the mantra "Forward. Together.", they stayed true to the promise made to WhatsApp/u2019s 2 billion+ users in providing an accessible, safe and robust communication tool/u2014building on this foundation, giving space to explore the brand/u2019s emotional landscape.

This endeavor allowed them to delve deeper into the emotional landscape of the brand. Koto's creative work extended to the development of a comprehensive color palette that mirrors the essence of WhatsApp. This dynamic palette enables the brand to express its various facets across different touchpoints, from reinforcing the WhatsApp green as a symbol of identity to embracing the aesthetics of dark mode settings.

At its core, the WhatsApp brand stands for simplicity, flexibility, and universality. By seamlessly connecting a global audience both visually and verbally, this design system encapsulates the heart of the WhatsApp experience: effortless communication. It transcends barriers such as age, location, accessibility, bandwidth, or literacy, ensuring that everyone can connect and communicate effortlessly.

Credits: CX Brand Design: Veit Moeller, Aleksey Leybin, Angela Baek, Szeki Yang, James Anderson, Maya Shetty, Pavitra Pothpan, May Hartono, Zach Stubenvoll CX Creative: Belen Marquez, Marla McCormick, Rod Moran Marketing: Esh Ponnadurai , Vivian Odior, Renata De Carvalho Costa Product Design: John Dasta, Sheta Chatterjee, Idit Yaniv