Robokiller
Robokiller, the award-winning spam call-blocking app, needed a brand refresh that matched the sophistication of its AI-powered technology, without losing its cheeky, irreverent charm.
While the consumer brand was playful and bold, the visual identity lacked cohesion across touchpoints. For Robokiller Enterprise, the B2B counterpart, the challenge was even greater: build trust, authority, and visibility in a space where credibility is everything.
Recognition
🏆 2024 App of the Day – Apple
🏆 2022 App of the Year – Globee Business Awards
🏆 2022 Technical Achievement – Webby Awards
🏆 2022 Achievement in Product Innovation – Stevie Awards
🏆 2022 Best Use of AI and Machine Learning – Stevie Awards
Outcomes
12M total downloads
1M active subscribers
$30M annual revenue
Conversion-optimised onboarding (99.5% iOS / 99.8% Android)
Brand design system scaled across internal and external teams
The Challenge
The brief was twofold:
Consumer side: Create compelling, conversion-focused visuals for App Store screenshots, animated ads, and social content that reflected the brand’s unique tone while clarifying its purpose—scam protection, not just spam blocking.
Enterprise side: Design impactful B2B materials (eBooks, LinkedIn content, pitch decks) to support sales efforts and position Robokiller Enterprise as a trusted leader in telecom and fraud protection.
Underlying it all was a deeper challenge: evolve Robokiller’s identity from a simple app to a full-spectrum scam defence platform, without alienating its broad, primarily 60+ audience.
The Process
Research & Strategy
We kicked off with a full brand audit. Where was the identity breaking down? What felt outdated, off-tone, or unclear?
Through industry research and competitor analysis, we mapped key pain points. For the B2B audience, clarity and authority were critical. For consumers, we needed to balance playfulness with protection. We also segmented our audience and reshaped messaging accordingly—especially important when designing for a demographic with very different tech habits.
Concept Development
Using moodboards and wireframes, we explored new aesthetic directions. These early explorations helped steer the brand away from shock-based visuals (like ringing phones) and toward a system rooted in calm, confidence, and intelligence, with a wink.
Design Execution
We rolled out a suite of new assets:
App Store screenshots: Designed to convert, using clear messaging, accessibility best practices, and updated visuals that elevated trust.
Animated ads & social: Short, punchy, and platform-optimised—driving engagement with humour and clarity.
LinkedIn & B2B content: Clean, authoritative materials, such as eBooks and slide decks, positioned Robokiller Enterprise as a category leader.
Iteration & Optimisation
Stakeholder feedback was central throughout. We continuously refined the designs for impact, clarity, and consistency. Final assets were optimised across formats, web, mobile, paid media, and enterprise sales funnels.
Reflections
What made this project special was the duality: pairing cheeky, human storytelling with serious, data-backed protection. Scam calls are no joke—but that doesn’t mean the brand has to feel grim.
This work helped shift Robokiller’s narrative from “spam is annoying” to “scams are a real threat” and gave the brand the visual and strategic tools to scale far beyond the App Store.