Truecaller’s brand problem was that is had always been perceived as a passive function sitting inside your phone’s OS. Their design thinking was from an app perspective as they had grown to a quarter of a billion users worldwide since its inception in 2009. They were in an evermore pressing need for an encompassing brand that could adapt to their evolving suite of services, developer kits, functionalities and partnerships.
The challenge was to move people's perception of the brand from a single spam blocking function to a full fledged suite of services.
Truecaller removes that unpleasant feeling of receiving an unknown call or text: You literally stay ahead by getting that feeling eliminated. To make the movement from a rational brand to an emotional brand we captured this and made it the building block for the entire brand platform: Stay Ahead.
Essentially Truecaller is all about removing that unpleasant feeling of receiving an unknown call or sms. It’s automagically done by identifying and letting you know who’s on the other end in an instant blink making you stay ahead of the incoming call.
To make a brand movement from rational to emotional we captured this emotion and turned it into the building block for the entire brand platform. In search for a flexible design system that could unify and broaden horizons we rediscovered the centuries-old symbol of approval – The signature.
Introducing a handwritten, lively beginning resembling the movement and life of our users, contrasted with the solid, bold certainty of a company you can trust. By applying the style to the word True, it gave birth to a system of sub brands working together in harmony.