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Project header

From confusion to recognition: Building VOZZi’s brand & experience

From confusion to recognition Building VOZZi’s brand and mobile experience

Confusion to recognition:

Building VOZZi the brand and the experience

VOZZi is a regional roadside assistance platform designed to modernize how drivers access help on the road. Through the VOZZi mobile app, users could purchase assistance plans, request towing services, or call for immediate support.

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Project type

UX/UI design

Branding

Timeline

March 2021 -

October 2023

Context & Goal

VOZZi is a regional roadside assistance platform.
The main challenge: lack of trust in digital services across Eastern European markets.


For reference, CMS analytics of daily revenue from plan sales showed an average of roughly $600 per day, with noticeable spikes during the vacation season (July to September).

The highest peaks reached around $1,300 per day, but these results were not sustainable enough for the startup to consistently meet its ambitious KPIs.


Goal: Build a recognizable brand and simplify the plan purchase flow.

VOZZi old design
VOZZi old design

Old branding

The old branding lacked consistency and clarity confusing visuals and no clear guidelines hurt KPI performance.


Problem: Inconsistent colors, confusing logo, no clear guidelines.

VOZZi logo
VOZZi logo
VOZZi color scheme
VOZZi color scheme

New branding

The new logo simplifies the old mark, with the arrow symbolizing speed and the skewed
rectangle hinting at a smartphone. The arrow became the key motif across brand assets and patterns.


Solution: Consistent colors, dynamic simplified logo, brand guidelines and brand kit.

Branded vechicles with real life pictures

Click to zoom

Click to zoom

Branded vechicles with real life pictures

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Building Trust

  • Branded vehicles (tow trucks, public transport).

  • Billboards and guerrilla campaigns.

  • High-budget TV commercial with famous actors.

  • Real customer video testimonials in roadside emergencies.

Stills from live video testimonials of happy customers

Video material

Beyond the app’s interface, a key trust-building step was producing a high-budget TV commercial with well-known actors. Working with the marketing team and a copywriter, I created multiple storyboards that we pitched to management.

Social media post animation
Social media post animation
Social media post animation
Social media post animation
Social media post animation
Social media post
Social media post
Social media post
Social media post animation
Social media post animation

Promotional materials

The biggest promotional channel aside from YouTube and Google ADs was social media. These are some of many social media promotional posts I created for the marketing team.

Mobile phone user flow

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Click to zoom

Mobile phone user flow

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Product Design

One of the key user flows I worked on was the plan gifting user flow. In this flow, a user who successfully sends two gift packages receives a free plan upgrade. If the user is already on the most expensive plan, they instead receive a basic plan to gift to someone else. This flow converted hesitant users into paying customers by lowering the entry barrier.

Recipients of these gifted plans then have the opportunity to refer up to eight additional people. If they succeed, they can upgrade their own plan to an advanced plan at no extra cost.


  • Screen 1 - Home screen ; select a gift

  • Screen 2 - Confirmation of free gift selection

  • Screen 3 - Enter recipient’s number

  • Screen 4 - Confirm number

  • Screen 5 - Gift sent confirmation

  • Screen 6 - Visual confirmation on the home screen

One of the key user flows I worked on was the plan gifting user flow. In this flow, a user who successfully sends two gift packages receives a free plan upgrade. This flow converted hesitant users into paying customers by lowering the entry barrier. If the user is already on the most expensive plan, they instead receive a basic plan to gift to someone else.

Recipients of these gifted plans then have the opportunity to refer up to eight additional people. If they succeed, they can upgrade their own plan
to an advanced plan at no extra cost.


  • Screen 1 - Home screen ; select a gift

  • Screen 2 - Confirmation of free gift selection

  • Screen 3 - Enter recipient’s number

  • Screen 4 - Confirm number

  • Screen 5 - Gift sent confirmation

  • Screen 6 - Visual confirmation on the home screen

Results

From May 2020 to October 2023, VOZZi’s daily revenue almost more than doubled each year, a direct result of the combined branding and product efforts of our team and I.


  • 2020 daily average: $600

  • 2021 daily average: $1,300

  • 2022 daily average: $2,000

  • 2023 daily average: $3,100


The highest peak reached $29,902 in a single day (August 2023), showcasing the scalability of both the product and brand strategy.

VOZZi article about bankrupcy
VOZZi article about bankrupcy

Abrupt End

Despite growth and meeting KPIs, the project was shut down in 2023 due to investor withdrawal. VOZZi left a strong mark on the market, and on my career.