Haki Case Study

Role: Branding Manager

“Haki is a multiplayer voice chat platform where you can join other people’s parties or create your own chat room to welcome people from all over the world. I joined Haki before it even existed and started working on the branding strategy with We Venture in Singapore.”

Challenges:

• A lot of competitors: Before Haki existed, there was already a concept for chatroom applications — a concept that had been around and very popular between 2018-2020.
• Branding: Turning a chatroom app into a brand was the biggest challenge, but also the most fun one!
• Multiple cultures: The chatroom was set to launch across the entire Middle East. With so many different cultures, the app’s approach had to be sensitive and thoughtful.

Actions:

• Market research:
  • This is where I fell in love with market research! I conducted both qualitative and quantitative research for three months before creating Haki. I interviewed and surveyed the target audience in 15 countries, went undercover in competitors’ apps, — that gathered an average of 2,000-3,000 responses per country, analyzing user pain points, needs, and preferences.
  • A full report with all the data collected was finalized, and I was ready for the next move.
• Birthing Haki:
  • I created the branding strategy from scratch — the app name, mascot, colors, tone, voice, and everything.
  • Haki means a lot in multiple languages; in Arabic, it means “talking” and “telling stories.” Along with the visuals team, Haki was born — a cheeky fox that looks like it has stories and secrets to tell.
  • I carefully crafted Haki‘s tone and message pillars to fit multiple cultures across the Middle East.
• Marketing Strategy:
  • Included in my research was a deep dive into competitors’ marketing and advertising strategies, which naturally helped a lot in shaping Haki‘s marketing strategy.
  • I also did the ASO (App Store Optimization) for Haki, which landed us 800 organic downloads on the first night!
• In-App Marketing and Branding:
  • I developed the app layout in Figma alongside the development team. I was also in charge of banners, their placement, pop-ups, and in-app messages.
• Influencers Strategy:
  • I developed the influencers research and strategy for a soft launch of the app. It was international, challenging — but incredibly rewarding in the end!

“Talking to multiple people from all around the world in competitors’ apps made me so excited to finalize Haki! It was a product I truly wanted to work on — to deliver to the target audience the app they deserved.”

Achievements:

“Introducing Haki! The cheeky little fox that helps you meet friends from all around the world!

When the concept turned into a brand — with its own identity that people loved — I felt the most rewarded in my career! It was the first time I wasn’t just marketing a brand; I helped create this brand!”