Wabi - All-encompassing identity for the personal software creation app
The Wabi app generator allows people to create, share and remix software instantly, using simple AI prompts. Launched by Replika founder Eugenia Kuyda, this market-disrupting concept is a personal, customisable alternative to traditional, big brand, off-the-shelf software. The simplicity of Wabi’s concept is reflected in its inclusive spirit, a user-friendly interface, and its name: which means less is more in Japanese. Requiring a powerful identity to encapsulate these qualities, Wabi appointed Studio Dumbar/DEPT®.
Strategy
Setting the standard for human first technology, the Wabi app generator places control firmly in the hands of the user. With this in mind, we established the brand positioning as: Your OS, Your World, Your Way. Effectively the first readily available, accessible POS – personal operating system – Wabi is defined by ease of use, huge creative potential, and a personalised experience perfect for social community-building. Having determined these factors, we arrived at the leading principle: Simply Personal.
Design
The design system is an ideal canvas on which to promote the vast scope of Wabi’s potential. Supported by crisp typography and focused colour palettes, the geometric construction of the ‘W’ logo offers impact, clarity and versatility, communicating with character across static and motion. These simple foundations are enriched by a library of orbits – icons similar to those identifying the apps created by Wabi’s users. Populated by generated imagery, the orbits are a rich visual expression of the multitude of new worlds created by its users. Dynamic and streamlined, motion attributes showcase this balance of simplicity and boundless personal expression to great effect, while a comprehensive sound package includes a sonic logo, UI sound effects and a launch video soundtrack. Working in close collaboration with Wabi, we also developed concepts for the product itself, from defining how visuals are generated for the apps to establishing a visual foundation for UI and product design.
Results
Sleek and seamless, the Wabi identity succeeds in expressing the game-changing spirit of a brand focused on human first technology. Celebrating the freedom of individuals, while launching a new era of software creation.
