Hmm…
1. Theory Behind the Brand: Communication Beyond Translation
The core design move in Hmm… comes from understanding of communication. Following the semiotic tradition, language is not a simple code, but a system of signs full of connotations, context, and ideology. In terms of narrative paradigm language can be seen as a set of stories through which people make sense of the world.
If communication is signs + stories, then a translator cannot be just a «dictionary machine». This theoretical view directly shapes the product:
Hmm… shows layers of explanation instead of a single output. It offers local variants of the same expression across regions and communities. It includes an «Explore» mode, where users can dive into narratives behind words, not just their surface meaning.
In other words, the product follows from the theory: change the model of communication — you change the interface.
Brands in the language space already use communication theory implicitly. Duolingo, for example, built its success not only on features, but on a clear archetype: the «fun, slightly chaotic teacher» embodied in its mascot. The mascot translates tov, values and even becomes a meme that makes product more trendy.
Hmm… takes a different route. Instead of a cartoon character, it adopts the archetype of an «excited linguistic guide» — a mentor who is obsessed with nuance, loves mistakes as learning moments, and invites the user to explore.
This shows an important point: a brand is not only a set of functions, but also a narrative and a role in communication. We design not just what the product does, but how it speaks, what position it takes in relation to the user, and which story it tells about language.
As a design case, Hmm… shows how semiotics, narrative thinking and archetypes can directly inform visual language, interaction patterns and tone of voice. As a communication experiment, it questions the norm of flat, algorithmic translation and proposes an alternative: a translator that preserves complexity instead of deleting it.
2. Hmm… for Explorers: Brand Presentation for a General Audience
3. Hmm… for Professionals: Brand Presentation for Experts and Educators
4. Theory-Guided Design: How Communication Theory Shapes Hmm…
5. Resources
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Duolingo. (accessed 2025). App interface screenshots used as reference for gamified language learning UX.
Aleem campaign visuals. (accessed 2025). Branding and communication examples used as reference for archetype and mascot-based communication.
