Picky came to us with a clear strength: a simple, immediate promise, in a utility category that almost always presents itself in a cold, functional way. The challenge was building, around that promise, a warm, fun, recognisable brand, one that could make a tedious action feel desirable.

We needed an identity that didn't look like just another utility, a visual language consistent with how people on Instagram and TikTok actually communicate, and a launch strategy capable of giving the app visibility from its first days on the App Store.

We worked on three fronts, designed to speak the same language: brand, product and content.

On brand, we designed Picky's visual identity and drew the squirrel that now accompanies the user on every screen. The mascot isn't a decorative element: it's the voice of the app, what makes the experience feel familiar and light, and what lets the brand stay recognisable beyond the product itself, from social to marketing channels. It grows alongside the user, unlocking levels and small moments of reward that turn cleaning the camera roll into a daily habit.

On product, we crafted the full UX, from the main swipe gesture to the safe-trash logic, all the way to the themed modes designed to make each session short and focused: screenshots, selfies, videos, "On This Day".

On content, we built a social presence designed to grow alongside the launch: organic content on Instagram and TikTok built around the mascot and the everyday situations where the camera roll becomes unmanageable, plus a series of collaborations with creators in lifestyle and tech, chosen to reach the right audience without diluting the message.

Picky launched on the App Store with a defined identity, a mascot already the face of the brand on social, and a content strategy already proven on its target audience. The mix of mascot, tone of voice and creator collaborations let the app start a conversation with its community from day one, building a user base that has kept growing organically.

For us this was a particularly interesting project because it let us work on the brand's whole journey, from the birth of the mascot to the first download.