Yuify
challenge
Wacom was about to launch a true innovation, software allowing creators worldwide to protect their work with invisible watermarking technology. Without the right launch strategy, Wacom risked later losing users to copycat competitor services.
How do you get a breakthrough technology to stand out in the crowd? Easy, let it introduce itself. We personified Wacom’s latest innovation as a character rooted in Japanese heritage, giving the software a voice and making it instantly memorable.
SOLUTION
Yuify—which stems from the Japanese name “Yui”, meaning link, promise and collaboration—can securely protect an artist’s creations through invisible watermark technology.
We led a team of in-house designers to breathe life into Yuify through the idea of fireflies, as enlightening illuminations reveal the artist behind the artwork.
A complete brand world was supported by a first-person tone of voice brought to life across every touchpoint.
Senior copywriter and creative.
Working as part of the lead creative team on Wacom projects for two years, our strong relationship with lead clients helped transform the account. Like this project, conceiving, developing and launching a Wacom product in an entirely new way. We led an in-house design team, building the brand from the ground-up and crafting a tone of voice document for teams globally.
ROLE & Responsibilities
AGENCY & TEAM
Iris Worldwide
Creative Leads:
Michael Venner & Andrea Vergara
Senior Integrated Graphic Designer: Susanna Morbey