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’s 2 billion+ users in providing an accessible, safe and robust communication tool—building on this foundation, giving space to explore the brand’s 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