Projects
Beverage Container Return Scheme Brand Strategy Samsonite APAC Communication StrategyShop–House By DECK Brand StrategyWhoscall Brand StrategySingapore Polytechnic Campaign Strategy
Flexpay Brand StrategyBengal Tiger Line Brand Strategy
Writing/Editing
Raffles Hotel Singapore CopyeditingMilan Design Week CopywritingPresident*s Design Award EditingSTPI Social Media WritingSaison International Content WritingEconomic Development Board Content WritingSingapore Design Week Content WritingAubette Café Brand VoiceSingapore International Photography Festival Campaign WritingTaipei American School Content Writing
Writing 4 Funsies
A Gift For the Beast
Slouching towards Singapore
Sex, Toilets, and Video Calls: How are Singaporeans Getting Off in a Pandemic?
Alex G’s Lonesome Crowded West
About
Project, Client
01 Overview
02 Define
03 The idea
04 Execution
Whoscall Rebrand for Gogolook Brand Strategy
Copywriting
Whoscall is a Taiwanese anti-scam app that has been keeping users one step ahead of scams since 2010. In that time, it has built the largest phone-number database across East and Southeast Asia while remaining committed to its vision of a more trustworthy digital world. But as Whoscall expanded into new markets and introduced increasingly sophisticated anti-fraud features, its old identity—with a phone in its logo and all—didn’t adequately convey its cutting-edge advancements in fraud security.
Practice Theory worked closely with the Whoscall team on a major global rebrand. As brand strategist and copywriter, I helped develop the platform’s new strategy through interviews, cultural mapping, competitor research and workshops across its international markets. The resulting insights informed both its refreshed identity and the way it speaks.
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. How could Whoscall move beyond caller ID to be understood as a living network of protection?
Through interviews (with internal stakeholders, their international customer base, and scam victims), cultural mapping, and competitor research, we worked closely with the Whoscall team to uncover what truly sets them apart. This culminated in an intensive one-week workshop in Taiwan, where I led the team through a series of activities to solidify a brand and design direction. Unlike competitors that focused on their technology alone, Whoscall’s protection was powered by four interconnected data sources: global user reports, AI prediction technology, institutional partnerships and public databases.
Ultimately, the tech behind Whoscall was simply a supplement. Whoscall continues to succeed because of the human work and camaraderie amongst their user base. People actively warned one another, reported suspicious activity, and shared what they knew. This led us to the idea of community and confidence with every click: protection not simply delivered by an app, but strengthened by everyone who participates.
This direction shaped a refreshed identity and voice that speaks to users as equals, without minimising what they have experienced. After all, the last thing someone vulnerable to a scam needs is to feel judged for falling for one—or even for simply wanting to make sure. We moved beyond the cold, transactional language typical of cybersecurity towards a tone grounded in guidance, transparency, and reassurance. Its principles were straightforward: to never judge, keep things human, and always build collaboration beyond the immediate community. Even the smallest in-app interactions were treated as opportunities to offer confidence and encourage participation.
Supporting this is Vee, Whoscall’s friendly (and cute!) new mascot and in-app guide. Vee makes scam reporting feel more intuitive and approachable across different ages, bringing a playful, judgement-free presence to an otherwise intimidating category.
To embody its new role as a trusted companion, we introduced a refreshed logo of a stylised “W” housed in a speech bubble. The bubble is a symbol from former logos, retained to honour brand legacy and recall, while the “W” is formed by two upward-flowing arms meeting at a central point to showcase protection, empowerment, and uplifting community. 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.