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Case Study

Building the ongoing content system for WhotoWhoto

WhotoWhoto is a card-game app. Rather than take on one-off requests, I stepped in as their embedded design partner and built an ongoing content system, one repeatable process covering social content, campaign graphics, and app update visuals, so every new asset stays on-brand without starting from scratch each time.

Role
Embedded Design Partner
Scope
Social Content, Campaign Graphics, App Update Visuals
Cadence
Ongoing
Client
WhotoWhoto
Step 1

Learning the brand world

Studied the existing red & gold palette, character cast, and Pidgin-flavored voice. Every post had to read as WhotoWhoto at a glance.

  • Logo, palette, character library catalogued
  • Content pillars mapped: leaderboards, tournaments, updates, reviews, culture
WhotoWhoto character cast and app download graphic
The full character cast + app store CTA,the brand's core visual toolkit
Try Am First chalkboard Q&A format Quick Tip chalkboard format
The chalkboard/easel frame,one of several reusable formats
Step 2

Building reusable formats

Built a small set of reusable frames,chalkboard for tips, podium for wins, spotlight for champions,so the format is recognizable before the headline.

  • Chalkboard, podium, spotlight, phone-mockup frames
  • Locked type hierarchy: bold headline + one line
Step 3

Running on a content calendar

Posts ran on a rolling calendar,weekly formats, seasonal moments, and real community feedback turned into content.

  • Weekly: Spotlight, character storytelling
  • Seasonal: Christmas, Valentine's leaderboard
  • Reviews repurposed as "Geng" posts
WhotoMania Spotlight weekly champion post The Silent Killer character storytelling post Christmas review from the geng post Choose your player leaderboard post
Weekly and seasonal formats from the calendar
Love on the Leaderboard draft version Love on the Leaderboard revised final version
Draft (left) → Final (right): name tags added, spacing tightened, swipe cue added
Step 4

Real revision, side by side

Same post, two passes. Draft used plain names; final added styled tags, tighter spacing, and a swipe cue.

  • Name tags added for mobile legibility
  • Spacing and composition tightened
Step 5

Beyond social,app & culture content

Same system, extended to product updates and culture content,one consistent hand across everything.

  • App update visuals
App version 2.0 update graphic Hot Takes weekly format
Product update and culture-content formats built on the same system
The Output

Every post, one consistent world

The finished set, all together.

Love on the Leaderboard winners post Your Knockout Champion post Review from the geng phone mockup post Choose your player leaderboard post Team Messi culture post Team Ronaldo culture post This or that comparison post Hot Takes weekly format Play WhotoWhoto character cast and download post WhotoMania spotlight champion post Christmas review from the geng post Version 2.0 app update post
See It In Action

What it looks like on a phone

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