Product identity for transcreation

Jaga is GetGloby’s transcreation engine — advertising translation technology that uses AI and NLP to read tone, cultural context, and intent, not just words.

The engine was powerful but invisible. Marketing teams could not see it, name it, or explain it. I led the product identity work as Head of Design and UX so this capability could live in the product UI and in sales materials — not in a brand book on its own.

The team

I joined GetGloby as the first product hire and built the design team this work needed. We were not decorating a feature. We were giving a product capability a face teams could recognize and sell.

I built and led a team across graphic design, marketing design, and illustration:

Federico Tossi — Head of Graphic Design
Carelí Sapino — Marketing Designer
Dai Fiorenza — Graphic Designer
Agustín Morrison — Illustrator

Together we ran workshops, defined positioning, and shipped a system that could scale across product and market.

The problem

The brief was to make advanced technology feel usable without diluting what the motor actually does. We ran an internal workshop — objective, proto-persona, logo exploration — to reach a positioning the team could defend. Not customer research. A shared starting point we could build on.

Workshop: objective, proto-persona, and logo exploration.

The system

Product screens and sales decks needed the same language — otherwise the motor stayed an engineering story in one room and a pitch in another. Transcreation is cultural work, so the identity had to carry that weight and still sit in an interface without competing with the task. One system for both, so teams could name the capability instead of decorating it.

Jaga product identity overview.

Logo and system development.

Logo, isotype, typography, and colors.

Brand guidelines and logo applications.

Character

Jaga is the face of the transcreation motor. The character had to feel magical, powerful, and wise — a guide for marketing teams crossing languages and markets, not a mascot pasted on top of the product.

Blue line-art exploration sketches of Jaga in mystical robes and poses — Character exploration.

Character views.

Jaga expressing different emotions through facial expressions — Character emotions.

Agustín Morrison illustrated the character. I led design direction so style, personality, and behavior could hold up in UI states, marketing assets, and the design system we were building at the same time.

Jaga meditating in a levitating pose with energy in both hands — Meditation pose.

Jaga channeling dark and light energy while standing in purple robes — Energy pose.

Jaga levitating cross-legged inside a circular aura — Levitation pose.

Jaga bowing with paws together and a Korean thank-you speech bubble — Thank-you pose in Korean.

In the product

Jaga showed up in the GetGloby interface and in marketing and sales materials. That is what the identity unlocked: the motor could be named, sold, and explained. A complex AI capability became something global marketing teams could point to.

The identity and character work is also on Behance: Jaga Brand Identity and Jaga Character Design.