Brand Identity · Web Design · 10 Pages · 4 Weeks
Role
Head of VisualOS GrowedIn Digital
Brand identity creation, UI design, stakeholder coordination (Founder + VP)
Key Outcome
Built complete brand from scratch—logo, visual system, 10-page website
Delivered in 4 weeks with rapid iteration cycles, including full homepage redesign in final week based on client data
Client & Context
AI-Powered Voice Agent Platform
Enables businesses to deploy human-like voice agents for customer service, sales calls, and automated phone interactions at scale
The Problem
No brand foundation — Startup had no visual identity, logo, or design direction to establish market credibility
Zero web presence — No website to communicate product value to potential enterprise clients or investors
Technical complexity — AI voice agent technology required clear, accessible explanation for non-technical buyers
Goals
Create brand identity from scratch — Design logo, color system, typography, and visual language that positions Ukti.ai as credible AI player
Launch functional website — 10-page site explaining product capabilities, use cases, and technical specifications
Enable rapid iteration — Build flexible design system allowing quick adjustments based on founder and VP feedback
Research & Discovery
Competitive Analysis
Visual trends: Most competitors use dark UIs, neon accents, and tech-heavy aesthetics—risk of appearing inaccessible to non-technical buyers
Opportunity: Bright, approachable visual identity could differentiate Ukti.ai as "voice AI for everyone," not just engineers
Stakeholder Alignment
Conducted extensive one-on-one sessions with founder and VP (Engineering) across 4-week timeline to define brand direction and technical messaging:
Founder Collaboration
Established brand positioning: Accessible AI voice agents vs. developer-only tools
Defined target audience: Enterprise operations teams, customer service leaders, sales directors
Aligned on visual direction: Bright, modern, human-centric (avoid dystopian AI tropes)
VP Partnership
Gathered technical specifications: Real-time conversation capabilities, emotion detection, multi-language support
Defined use case priorities: Customer support, appointment booking, lead qualification
Confirmed product roadmap: Features to highlight vs. future capabilities to exclude
Content Team Coordination (GrowedIn Digital)
Co-developed messaging architecture emphasizing human-like conversations over technical jargon
Structured homepage flow: Problem → Solution → How It Works → Use Cases → Proof
Created reusable copy templates for service pages and technical documentation
Outcome: Weekly feedback loops enabled rapid iteration—3 hero section versions created and tested across 4 weeks based on evolving client insights
Brand Identity Development
Visual Identity
Primary lockup:
Sound wave icon + "Ukti.ai" wordmark in Red Hat Display Bold—horizontal version for headers and marketing materials
Primary Palette
Charcoal Navy (#0F2A44) — Trust, sophistication; primary text and dark backgrounds
Light Green (#3BBF7D) — Energy, innovation; accent color for CTAs and highlights
Neon Yellow (#E5F76A) — Warmth, approachability; secondary accent for UI elements
Rationale:
Neon Yellow combination differentiates Ukti.ai from dark-mode competitors while maintaining professional credibility through charcoal navy base. Bright accents signal approachability without sacrificing enterprise appeal.
Typography
Selected Red Hat Display for headings to deliver modern geometric character with strong visual personality, paired with Inter Display for body text offering high legibility optimized for technical content and conversational messaging.
Hero Section Evolution
Home Page V1:
"Reach More Customers, Close More Calls, Waste Zero Time"
Feature-focused approach emphasizing efficiency benefits. Included "Book a Demo" and "Get Started" CTAs with product UI mockups showing voice agent dashboard.
Home Page V2 (Week 1-3):
"Run AI Voice Campaigns at Scale — Support & Sell, 24/7"
Introduced scale and 24/7 availability messaging with similar CTA structure. Featured product visuals showing AI conversation flow and analytics dashboard.
Issue: Both versions led with operational benefits but lacked specific proof points or differentiation from competitors—generic "efficiency" messaging.
Home Page V3 (Week 4+):
"Get Your AI Voice Caller That Works 24/7 Without Breaks"
Key changes from founder feedback:
Added bold "Works 24/7 Without Breaks" benefit statement (highlighted in yellow for emphasis)
Updated visual treatment with floating UI cards showing voice agent features and metrics
Shifted from dashboard-heavy visuals to icon-based feature showcase
Challenge: Founder requested homepage redesign after Week 3 review when internal data showed prospects responded better to uptime reliability messaging over general "scale" claims. Customers prioritized "always-on" capability as primary differentiator.
Solution: Pivoted hero messaging from operational efficiency ("Support & Sell, 24/7") to human replacement value ("Works 24/7 Without Breaks")—emphasizing that AI doesn't need rest, vacation, or sick days. Restructured visual hierarchy to lead with bold benefit statement before feature explanations.
Outcome: Final hero version (V3) approved without further revisions, successfully positioning Ukti.ai's core value proposition (continuous availability) as primary headline rather than secondary benefit.
Delivered Outcomes
0-to-1 brand creation: Complete visual identity (logo, colors, typography) established from scratch in 4 weeks
Launch-ready website: 10-page site delivered within timeline, including development coordination
Iterative excellence: 3 homepage versions + full Week 4 redesign based on client data—demonstrated adaptability without timeline extension
What Worked
Weekly stakeholder sync
Regular founder + VP check-ins prevented misalignment—caught messaging pivot early enough to redesign homepage in final week
Bright color differentiation
Lime Yellow + Blue palette successfully positioned Ukti.ai as approachable alternative to dark-mode competitors—stood out in visual audits
Flexible design system
Component-based approach enabled rapid homepage redesign without rebuilding entire site
What I'd Improve
Earlier user testing
Would conduct 3-5 user interviews with target buyers (ops managers, support leads) in Week 2 to validate messaging direction before high-fidelity design—could've avoided Week 4 pivot
Phased feature showcase
Could've structured product page to prioritize live features over roadmap items—reduces risk of overpromising to early customers
