WTF Product
The WTF vision is simple. Building a community of go-getters, giving the top aspiring GenZ contributors access to exclusive events, unlocks, perks and more.
I was the Creative Director for the project, transitioning the brand from content marketing to a social product.
the Challenge
WTF started as a content platform —
The cultural system for young India, not a product. The next step was to evolve it into one: a platform hosting aspiring Gen Z contributors, giving them access to exclusive events, unlocks, perks, and more — built for and with founders. That meant shifting the WTF brand from motivating a broad audience to take action, to speaking to something more niche — built for the chosen — all while holding onto its central identity.
the solution
An evolution of the existing brand.
We refined it. Solid colors gave way to subtle gradients, cluttered layouts shifted into clean, bento-style grids with neutral backgrounds — moving the brand from fun and open-to-all toward something more premium. Once the foundation was set, we moved into building the product prototype, layering in micro-interactions and animation to make it all feel tangible.
Duration
3+ mths
Industry
Community & Unlocks
Service
Creative Direction
Brand Design
Product Design
Contributors
Imaad Azhar - Creative Director, Brand and Product Designer