Brand case study · Voca.aiAcquired by Snap

A voice AI brand built on empathy.

A full rebrand for Voca.ai, whose AI voice agents hold natural conversations with customers: identity, logo and symbol, illustrations, website, marketing and motion.

Role
Brand designer
Scope
Full rebrand
Industry
Conversational AI
Deliverables
Identity, web, illustration, motion
The brief

Happier customers, at scale.

Voca helps companies deliver happier customers at scale through natural, intelligent and empathetic phone conversations, handled by AI-powered, EQ-enabled Voca Agents.

Their vision is a win-win between humans and AI: agents take the routine calls, so human teams are free to do their most creative work. Voca invited me to rebrand the company from the ground up, from colors and logo to the look and feel, website, custom illustrations and marketing materials.

Together with Grant from the Voca team, we started with the brand story: the core essence, the message, what Voca offers and who it speaks to. Every visual decision came from there.

We Are Voca: the Voca team photo with the headline in brand blue.
The team behind the voice
The symbol

A waveform shaped like a heart.

Once the logo was set, I created a symbol that says what makes Voca different. The bars are a voice waveform. Their ends trace a heart. Voice plus empathy, in one shape.

WaveformThe voice
HeartThe empathy
Logo · animated
Animated voca.ai logo: the waveform symbol beside a lowercase navy wordmark.
Symbol · rebuilt live in code
Foundations

Calm blues with a human warmth.

Blue for trust, cyan for the voice, navy for weight and a sky-blue background for air. Headlines use a clean geometric sans, so the friendly illustrations can carry the personality.

Headline type

Poppins BoldHeadlines
Poppins RegularSupporting text

Happier customers at scale with friendly voice AI agents

Color · click to copy

#2B8BE1Brand gradient#24B9E1
The Voca Agent

Giving the AI a face, without pretending it's human.

The Voca Agent is the brand's main character. He is drawn only in outline, with the waveform on his chest, while the customers around him are full-color people. He's friendly and present, but you always know who the AI is.

The outlined Voca Agent with a headset, connected in a network to two smiling full-color customers.
The Voca Agent with open arms at the center of call analytics, ratings, contacts and calendar cards.
  • Outline onlyWhite body and cyan line: the agent is clearly not a person.
  • Waveform on the chestThe symbol becomes his badge.
  • Humans in full colorReal people get the warm, filled treatment.
Illustration system

A custom world, one scene at a time.

I drew a full set of custom illustrations for the website and marketing, all in one style: flat shapes, soft blue backgrounds, the outlined agent and expressive people. Even the 404 page is on brand.

Website hero illustration: the Voca Agent reaches out of one phone to give a thumbs-up to a customer on another phone.
Two people say hello next to a cartoon robot, with a large waveform heart in the background.
The Voca Agent relaxing on a sofa while a customer talks on her phone, with the waveform heart between them.
404 page illustration: the Voca Agent kicks through the zero of a giant 404 among planets.
Easy implementation: the agent carries a Scale Up sign while a woman lies back on a checkmark waving a finish flag.
Website & digital presence

Where the whole brand comes together.

I designed the Voca.ai website end to end: the hero illustration, customer logos, a "Hear the magic" demo, and a benefits section with its own line-icon set.

Voca.ai website pages shown as stacked perspective layers: hero, customer logos, benefits and Hear the Magic video.
Website design
What's in it for you: six white cards on a blue gradient with line icons for call volume, customer experience, resources, customer service, scalability and redundancy.
Benefits section with a custom line-icon set
Marketing

Campaigns in the same voice.

Ads, e-book covers and social banners reuse the same characters, colors and waveform, so every campaign feels like Voca at a glance.

Ad: Speak with a LIVE Virtual Agent! Schedule a call now, with the Voca Agent flying on a jetpack.
Social ad
E-book banner: The Definitive Guide to Voice AI for Call Centers, with a 3D book cover on navy.
E-book campaign
Wrap-up

A brand that sounds as good as it looks.

From the brand story to the symbol, the agent character, a full illustration library, the website and motion, Voca got one consistent identity that makes AI feel warm and trustworthy.

Thanks to the amazing folks at Voca for inviting me on this journey.

Visit voca.ai ↗