2022
TapeACall
Brand Design
Marketing Design
As a graphic designer on the TapeACall rebrand, my goal was to bring visual clarity and purpose to a product built on a deceptively simple idea: when you're fully present in a conversation, everything works better. We focused on creating a design system that felt as seamless and unobtrusive as the technology itself, one that invited users to trust the tool and focus on what matters most: the conversation.
Challenges
TapeACall was a reliable call recording app with a strong technical foundation, but its identity was deeply rooted in functionality. The brand lacked emotional resonance and struggled to differentiate itself beyond its utility. The challenge was to visually elevate TapeACall into a meaningful, modern tool, something that felt less transactional and more like an essential part of how we work, connect, and remember.
Results
To reposition the app, we reframed the brand from a utility to a companion, designed for presence, peace of mind, and productivity. Visually, this meant introducing a calmer, more refined aesthetic that conveyed trust and clarity. We refreshed the logo, typography, and colour palette to reflect a more modern and intentional tone, shifting the emphasis from technical function to emotional value and everyday usefulness.
Process
We began with a deep dive into competitor analysis and user insights to understand the emotional context around memory, productivity, and conversation. From there, we built a modular brand system that could adapt across product UI, marketing materials, and app store assets. Every visual choice, from whitespace and icon design to micro-interactions, was made to reinforce a sense of calm, precision, and unobtrusiveness. The result was a brand language that supported both professional use cases and personal moments with equal care.
Conclusion
Through thoughtful design, TapeACall evolved from a practical tool into a brand with purpose and emotional clarity. The visual refresh helped reposition the app as a modern memory aid, one that empowers users to stay present, recall with confidence, and reduce mental clutter. The updated identity not only enhanced the product experience but also laid the groundwork for future innovation and stronger differentiation in the market.