Wabi
Your OS, your world, your way: Wabi set out to let anyone create, share and remix software with simple AI prompts, no code required. Studio Dumbar shaped the positioning, identity, motion and sound, giving the app generator a brand as personal, open and easy to use as the apps people make with it.
The brief
Wabi was launched by Eugenia Kuyda, the founder of Replika, on a simple conviction: software should bend to the person using it, not the other way round. Anyone could describe an idea in plain language and get a working app back, then share it, or take someone else’s and remix it, without writing a line of code. Backed by a $20 million pre-seed round led by Andreessen Horowitz, Wabi needed a brand for a category still being invented, as open and effortless as the product itself. Even the name set the tone, borrowing a Japanese idea of less being more.
The system
Studio Dumbar started with the positioning, a line that puts the user first: your OS, your world, your way. It framed Wabi as the first personal operating system within anyone’s reach and condensed the brand into one leading principle, Simply Personal, two words that hold ease of use, creative potential and a personalised experience. Working closely with the Wabi team, the studio took the principle into the product too, with concepts that define how visuals are generated for every new app and a visual foundation for interface and product design.
The identity
A geometric W anchors the identity, built to land with impact, read clearly and flex across every format, still or moving. Crisp typography and focused colour palettes keep the foundations simple, so the spotlight falls on what people make. The orbits bring that to life: a library of icons like those that mark each app on Wabi, filled with generated imagery of the worlds its users build. Streamlined motion balances simplicity with unlimited self-expression, and a full sound package adds a sonic logo, UI sounds and the soundtrack for the launch film.
Outcome
Wabi comes away with a brand as easy to pick up as its product: a clear, confident system that makes room for everything its users create, and gives human-first technology its own look, movement and sound.
