The client came to us with an ambition to become a leading platform for AI-powered communications on the international market. Their target audience was large corporations and integrators that were working on improving their CX (customer experience), loyalty and account base. 

From the perspective of CX, AI-robots couldn’t yet replace call centers entirely but could cover some tasks at the same level as the best operators and at a much larger scale. We offered brand positioning at the confluence of high tech and the demand for humanity: massive and advanced direct to consumer communications with the best human face. 

We compared the wise, progressive, artistic and inexhaustible brand character to a writer and scientist Isaac Asimov because he laid the foundation for robotechnics and anticipated the synergy of technology and society. The brand was based on humanism, technological progress and relevance for the end consumer.  

After the strategic stage we continued with naming. We set a goal for ourselves to develop a brand name that would not be a robot’s name or a derivative from AI, but would reflect technological advancement of the brand and its closeness to consumers. Upon reflection the client went with Voctiv. 

The new brand identity was built on the combination of a technological inside (hard core) and empathic and humane shell (soft skills). The logo was customized so that the O in it played along with the concept of identity: a super ellipse with a rectangle inside. 

We chose pixelation as the main graphic idea but changed it a little so that each pixel contained a gradient going from lime green to a darker green. The icons were built based on the same idea of a rigid inside and a softer outside. Even the Navigo font supported the same idea. The photostyle was focused on people with a lot of air and warm shades symbolizing friendliness.  

The new graphic system consisted of several components such as the font, the main graphic idea and the two shapes coming from the O in the logo. The system was easily scalable for any type of layouts.

Ekaterina Palshina, Head of Strategy

Olga Barkova, Strategist

Olga Kuznetsova, Strategist

Varvara Kanevskaya, Producer

Andrey Zhaglin, Art Director

Mikhail Ivanov, Art Director

Alia Karnaukhova, Designer

Roman Urban, Naming

Voctiv team