Wakey entered a market already crowded with established competitors, but with a clear idea: an alarm that can't be ignored. No snooze, no excuses. To stand out, we needed to translate that attitude into a coherent brand, capable of being noticed in a category where users rarely change apps.

The starting point was clear, but everything else had to be built: the name, the visual system, the tone of voice, the in-app experience, and the way Wakey would introduce itself to the public, from the first social touchpoint to the first App Store screenshot.

We worked on three complementary fronts, designed to grow together: product, brand and go-to-market.

On product, we designed the entire experience, from onboarding to the missions that force the user to actually get up: maths challenges, real-object scans, memory tests. Every interaction was calibrated to stay consistent with the promise of an alarm that doesn't give in, from the palette to the fonts to the micro-animations that give the app its assertive character.

On brand, we defined the visual identity, naming, tone of voice and a modular asset system, designed to be reused across every touchpoint: App Store, social, materials for creators, in-app communications. The tone is direct and motivational, never saccharine, a voice consistent with the product's promise.

On go-to-market, we built a launch strategy on two levers. On one side, organic content for Instagram and TikTok, built around the habits of people who live with the snooze button, designed to intercept conversations the category usually ignores. On the other, a network of collaborations with creators selected in productivity, lifestyle and wellbeing verticals, chosen for audience fit more than raw numbers.

Wakey launched on the App Store with a complete identity, an in-app experience polished in every detail, and a digital presence already live before launch day. The mix of organic content and creator collaborations helped the app build awareness from the very first days, growing a community that identified with the brand's assertive tone.

More than any single data point, what matters is that Wakey found its space in a difficult category, with a voice and aesthetic of its own.