Validating the Identity in the APAC Market
Impact on Brand Adoption
The ultimate test of a robust visual identity system is its ability to scale effortlessly to new, highly-distinct markets without losing its core message. The successful execution of the event in China served as the prime validation of the 'Human x Circuit' concept.
The consistent success across the APAC rollout proved that the foundational identity was not just a one-off design, but a truly flexible global framework engineered for continuous expansion.
Key Learning & Reflection
Global brand consistency doesn’t require compromising culture. By creating a robust and empathetic visual system, we delivered a premium, localized, and memorable experience that could be replicated across markets.
98%
system compliance across all regions
+40%
adoption of identity templates by local teams
3 regions
activated without redesigns
The Challenge
Create a single, futuristic identity that:
Resonates authentically with both Middle East and African cultures
Scales easily as new regions are added
I developed a modular design system rooted in geometric structures and cultural symbolism, allowing each region’s personality to emerge.
This balance of structure and adaptability became the foundation of the entire visual ecosystem.
How can two distinct cultures
be combined into one unified identity?
Case Study:
African Markets
For regions like South Africa, the identity integrates specific textile-inspired geometric patterns and curated portraiture. This injected authentic heritage into the futuristic visual, ensuring the audience saw themselves reflected in the narrative.
Case Study:
African Markets
For regions like South Africa, the identity integrates specific textile-inspired geometric patterns and curated portraiture. This injected authentic heritage into the futuristic visual, ensuring the audience saw themselves reflected in the narrative.
Blending Arabic calligraphy and African textile design creates a captivating fusion of two distinct art forms
Case Study:
Middle East (UAE)
The Middle Eastern direction blends calligraphic elegance with CM.com color palette to create a culturally rooted yet modern identity.
Incorporating the maps of Africa and the UAE allowed me to merge two geographically diverse regions into a single representation
Target Audience
Business Leaders
Improve customer journeys & reduce drop-off.
Developers & Integrators
Implement WhatsApp APIs & chatbot flows.
Regional Teams
(Africa, ME, APAC)
Localize communication &
digital experiences.
Marketing & CRM Teams
Adopt conversational marketing & automation.
WhatsApp Meta Roadshow:
Bridging Technology & Cultural Empathy
The Meta–WhatsApp Roadshow brought together business leaders, developers, and communities across multiple regions.
My initial task was to create a unified logo and visual identity that could authentically connect the Middle East and Africa, two regions with distinct cultural narratives but one shared event purpose.
After its success, the system was expanded and adapted for APAC, including a full rollout in China, demonstrating the identity’s flexibility and global scalability.
A Visual Identity System for a Multi-Regional Tech Event
Color Palette
Purple 100
Blue 100
Cyan 100
Typography
Gotham Rounded Book
Gotham Rounded Medium
Gotham Rounded Bold
