As part of its A Summer to Remember campaign, Deutsche Telekom launched .mem: an AI app that lived inside WhatsApp group chats and turned a summer's worth of messages, images and videos into a shareable memory video. More than a highlights reel or slideshow, it was a summer brought to life. Saatchi & Saatchi London led the campaign and brought us in as design partners to build the visual and motion language for .mem, and to create the promotional assets for its launch.

Memories are not sharp. They come back as feeling first, detail second. That became the design principle. We built the visual language of .mem around haze and fog, using Deutsche Telekom's distinct magenta as the foundation and pushing it into something dreamlike. A colour so recognisable, re-contextualised into something intimate.

The app brought together three types of content: text, images and video. Each needed its own design treatment, and all three needed to work as a single visual world. We defined how each element was framed, filtered and presented, building a language that felt cohesive whether the AI was surfacing a message, a photograph or a clip. The haze held it together. It gave the generated output the quality of something remembered, not just retrieved.

The motion behaviour was where the identity became truly specific to .mem. We designed the full arc of the generated video: how it opened, how each element arrived, and how it closed.

Text moved with the rhythm of conversation, appearing and settling with the cadence of messages being read. Images and video entered with intention, not as content drops but as moments resurfacing. The closing sequence drew the summer together, bringing in the emojis and reactions from the chat itself. Those details were not decorative. They were the signal that the video understood the people it was made for.

Every behaviour had to work as a system. The AI would generate these videos at scale, for different groups, different summers, different chats. The motion language had to hold its character across all of it.

With the identity established, we extended it into the promotional campaign across social and OOH. The motion language translated into static executions that implied movement: typographically bold, high contrast, carrying the same haze and energy as the app itself. The visual world of .mem scaled from a phone screen to a billboard without losing what made it distinct.