𝙬𝙝𝙊𝘼! AI Writing Tool (Brand Identity)

whOA! is an AI-powered web app that enhances editorial writing by generating journalistic-quality copy in the right tone and style — all within a structured, ready-to-publish layout. The platform features three dedicated writing assistants: debrOAh, nOAh, and jOAnne, each designed to cater to different audience types, communication purposes, and publishing platforms.

Role: Art Direction/ Branding and Identity‍

Agency: Tuber Productions

Project Launched: 2024

The name whOA! was born from a mix of amazement and wit — “OA” stands for Offshoots Academy, while the “A!” subtly nods to AI. I was tasked to create a visual identity that captured this blend of creativity, curiosity, and tech-driven learning.

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Drawing from team brainstorms and pop culture references, whOA!'s visual identity is shaped based on the personalities of the writing assistants to feel human and expressive. The goal was to set whOA! apart while creating a brand that felt authentic, playful, and empowering for every user.

While many tech products at the time leaned into futuristic aesthetics that felt distant or intimidating, such visuals did not align with Tuber’s values of authenticity and relatability.
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For whOA!, we wanted the design approach to be focused on warmth and approachability — using soft visuals and hand-drawn character assistants to humanise the interface. Every element was crafted to help users feel comfortable exploring AI as a creative partner rather than a machine.