Pragati Bakare | AI Product Designer

Zoop

Branding and visual identity for Saas Platform

Zakki

Brand Identity Design

Client

Zakki, Indonesia

Category

Web, Mobile | D2C

2026

Project Overview

The concept is about giveaway stuff for other people who are in need. People who in need definition in here is not technically poor or impoverished people but its apply also for those who need something but they cannot afford to buy it in short span time without saving money with long term planning.

Team

Monica Castro

Product Manager

Somaia Barghash

Founder of Orchid

Pragati Bakare

Product Designer

Sugandh Govil

Product Designer

Surya Kumar

Product Designer

Sara Sharma

Product Designer

The Strategic Problem

The AI/SaaS market was saturated with tools framing themselves as assistants or productivity apps
BOS needed to occupy a new mental category: Agentic Operating Infrastructure
The risk: drifting into "AI assistant" language, which would reduce the brand's perceived gravity
The real challenge was category creation, not just differentiation

The AI/SaaS market was saturated with tools framing themselves as assistants or productivity apps
BOS needed to occupy a new mental category: Agentic Operating Infrastructure
The risk: drifting into "AI assistant" language, which would reduce the brand's perceived gravity
The real challenge was category creation, not just differentiation

The AI/SaaS market was saturated with tools framing themselves as assistants or productivity apps
BOS needed to occupy a new mental category: Agentic Operating Infrastructure
The risk: drifting into "AI assistant" language, which would reduce the brand's perceived gravity
The real challenge was category creation, not just differentiation

Positioning Strategy

Shifted the competitive question from "What tools do you use?" to "What are you running on?"
Explicitly positioned away from Slack, Notion, Asana, Copilot not as a killer of any one tool, but as the layer that coordinates or replaces the entire stack
Avoided "SaaS killer" framing (reactive) in favour of architecture-level framing (foundational)

Shifted the competitive question from "What tools do you use?" to "What are you running on?"
Explicitly positioned away from Slack, Notion, Asana, Copilot not as a killer of any one tool, but as the layer that coordinates or replaces the entire stack
Avoided "SaaS killer" framing (reactive) in favour of architecture-level framing (foundational)

Shifted the competitive question from "What tools do you use?" to "What are you running on?"
Explicitly positioned away from Slack, Notion, Asana, Copilot not as a killer of any one tool, but as the layer that coordinates or replaces the entire stack
Avoided "SaaS killer" framing (reactive) in favour of architecture-level framing (foundational)

Brand Voice And Tone Direction

Tone keywords: Foundational, calm power, infrastructure-grade, system beneath the system
Deliberate rejections: No neon AI gradients, no startup-candy aesthetics, no buzzwords, no over-explanation of agentic mechanics
Closest references: OS documentation, enterprise command consoles, mission control — not startup SaaS

Tone keywords: Foundational, calm power, infrastructure-grade, system beneath the system
Deliberate rejections: No neon AI gradients, no startup-candy aesthetics, no buzzwords, no over-explanation of agentic mechanics
Closest references: OS documentation, enterprise command consoles, mission control — not startup SaaS