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WHOSCALL: CYBERSECURITY WITH A HUMAN TOUCH

Brand Strategy
Copywriting

Whoscall is a Taiwanese anti-scam app that has been protecting users and preventing scams since 2010. Quickly garnering the largest phone number database in East and Southeast Asia, they have never wavered in their vision to build a more trustworthy digital world for their users.

As scams become increasingly sophisticated, Whoscall has continued to innovate behind the scenes, developing new community-centred features that provide more comprehensive fraud protection beyond caller identification. To better embody this evolution and encourage greater interaction, a refreshed brand identity was needed to reflect their growing audience demographics and expanded offerings.

Turning collective vigilance into strength
Through internal interviews, cultural mapping, and competitor research, we worked closely with the Whoscall team to uncover what truly sets them apart. This culminated in an itensive one-week workshop in Taiwan, where I led the team through a series of activities to solidify a brand and design direction. Unlike their competitors, they concentrated on nurturing, strengthening, and expanding their four key data drivers: Global User Reports, AI Prediction Technology, Institutional Partnership, and Public Databases. These sources work together with equal importance to create a layer of protection—each driver supplements one another to create a network that grows stronger with every new user report, partnership, or data point.

The brand also embraced a bold palette, anchored by a refreshed shade of Whoscall’s iconic green, and complemented by dynamic tones of blue, purple, and cream. Graphic elements consisting of concentric effects and subtler chat bubbles further echo the idea of community-led protection that grows with each report, while illustration and gradient overlays visualise the ripple effect of shared vigilance.A friendly (and cute!) assistant, Vee, was also introduced to make the process of onboarding existing and new users onto the new app easier, serving as a point of encouragement and authority to guide them through Whoscall’s features.

LETICIA SIM