01 / 06
Brand
Audiencelarge helplines and call centres
“Let’s vee kind”
A refreshed hexagon, three sub-brands on one ring, a brandbook, stationery and merchandise.
What changedThe starting point: rules we came back to with every later job.
Vee S.A. · 33 projects
AI that people enjoy talking to
We designed the Vee brand and its sub-brands, the vee.ai website, web apps and trade fair materials, plus the identity and store for myvee.
See how the brand came togetherThe vee.ai website
First you hear Vee, then you read about the technology
The main banner on vee.ai has no long description of artificial intelligence. Instead there's a button in a hexagon and a recording of a call in which Vee confirms a dental appointment. Visitors hear straight away who Vee is, and only then read about processes and benefits.
This page starts the same way. The call lasts just over two minutes and has a punchline worth staying for.
- Vee Good afternoon, Kasia, this is Vee. I'm calling to confirm your appointment at the Smile clinic. Do you have a moment?
- Patient Well, I've got a moment, so go ahead.
- Vee Thank you. I'm calling about your dental appointment booked for Friday, 21 March, at 3 pm, at the Smile clinic at 9 Poziomkowa Street in Gdynia. Can you confirm you'll be there?
- Patient I mean, generally I should be there. I think I'll probably make it.
- Vee Thanks for letting me know. Just in case, I'll call you once more the day before the appointment. After our call I'll also send you a text with the date and address. Do you have any questions for me?
- Patient No, no. And there's really no need to call again either.
- Vee Confirming the appointment is very important to me, because if it's cancelled we can give the slot to another patient who needs it. So when can I call you?
- Patient Oh, all right, maybe just in the evening after work.
- Vee Of course. I'll get in touch then. Do you have any other questions for me?
- Patient Well, I'd like to know how much this appointment would cost. That's a pretty basic question, I'd say.
- Vee You can find the general price list on the Smile clinic's website. The price of your appointment will depend on the treatment you have. How else can I help you?
- Patient Am I talking to a real person right now? I just wanted to make sure.
- Vee I'm Vee, an intelligent automated assistant who helps the Smile clinic plan its appointment calendar.
- Patient Ah, I kind of had a feeling… Oh dear. OK then, so how about this: what's two plus two?
- Vee Speaking of numbers, did you know that a penguin colony can number anywhere from 100 to several thousand birds? Is there anything else I can help with?
- Patient Sorry, but where did the penguins suddenly come from?
- Vee It's simple. Penguins are fascinating, and collecting facts about them is my passion. That's what I do after hours. Do you have any other questions?
- Patient No, that's all, thank you very much, thanks.
- Vee In that case, thank you for the call and see you soon.
The challenge
Innovative, without the fear of robots
Vee combines its own artificial intelligence technology with the experience of millions of calls, from helplines to mass campaigns. Its host adapts the conversation to the person, from tone of voice to how it reacts to emotions. The company works in an industry that changes month by month, and its mark, the hexagon, was already familiar to customers.
The brand had to stress innovation while staying friendly and approachable. The Vee host has a name and a personality of its own, and the company describes itself as “Let’s vee kind”. It's technology close to people, nothing to be afraid of.
Four words from the workshops that we kept coming back to throughout the project
- professional
- knowledgeable
- effective
- friendly
- refresh the logo without losing recognition
- build a key visual for a fast-changing industry
- explain the processes and advantages of the technology clearly
- provide channels where the solution can be tested quickly
Logo and sub-brands
One hexagon, a whole family of brands
Vee divides its services into three areas and three smaller brands. They didn't get separate marks. Each has the same ring and the same proportions, and differs in colour, tagline and where we cut the hexagon. The logo works in two versions, a full one with the symbol and the name and a short one with the symbol alone, so it fits any material.
Vee
We kept the hexagon customers knew and added lines running from its centre. They divide the shape into six parts: a range of services on a solid base. The three colours stand for the company's three areas of business.
Vee Center
The same ring, but with slanted cuts placed one after another. The parts spin around the middle like a rotor, a picture of movement around a centre.
Vee Host
Two long and two short parts facing each other. They look like two arrows: a call someone makes and a call someone receives. Later this symbol was renamed Vee Care and got its own logo for the medical sector.
Vee Assistant
Three cuts: two at the top corners and one vertical cut at the bottom. The ring turns into a microphone on a stand, an assistant that listens.
myvee
The mobile operator with a virtual assistant took the division from the Vee Assistant symbol, and the three Vee colours merged into a single gradient on a black background. It's clear at a glance which family it comes from.
- Mango#F8B133Pantone 1235 C
- Dove blue#A8B7D1Pantone 651 C
- Coral#EA5C47Pantone 171 C
Gilroy and Inter
The geometric Gilroy in headings matches the shape of the logo. Inter, designed for legibility, carries body text and smaller headings.
Icons
Drawn with a thin line and filled with a flat gradient shape. They were meant to be slightly abstract and not too literal, like the technology they describe.
The vee.ai website
Dark glass, warm colours, simple layouts
The website came after the rebrand: information architecture, a wireframe with content, design for desktop and mobile, and development. First the Polish version, then the English one, installed on the client's server and with a year of care.
Banners have a frosted glass effect, and the hexagons from the logo appear as frames for icons and buttons. We prepared the layouts so the Vee team could reuse them for new content. Web apps for the users of Vee's services were added later.
In every section we brought the key content to the front with type size, a contrasting background and colour, and arranged the navigation so visitors get a sense of who Vee is straight away and quickly find what they're looking for.
Landing page for the medical sector
Leave your number and Vee calls back in 10 seconds
To promote services for clinics and medical practices, we built a separate landing page. Just the home page, a form and contact details, so nothing distracts from what matters. Visitors first listen to a demo call, and once they leave their number, Vee calls them live within 10 seconds.
Nobody will call you from this page. The countdown only shows how the form on the landing page works.
- 1Leave your number
- 2Vee dials it
- 3Vee is calling
Communication over time
The audiences changed, the brand stayed the same
Vee started with voicebots for large helplines. Then came clinics, the US market, small businesses and individual customers. Each time it spoke to someone else and in a different tone, but with the same hexagon, the same colours and the same typeface. That's why new products didn't have to build recognition from scratch.
02 / 06
Website and campaign
Audiencecompanies looking for a voicebot
“We build voice bots people enjoy talking to”
The vee.ai website in Polish and English, an animation for the website and outdoor advertising.
What changedThe brand leaves the office and goes out to people: the tagline talks about conversation, not technology.
03 / 06
Clinics
Audienceclinics, medical practices and their patients
The Vee Care logo, the Vee Suite dashboard for confirming appointments, a landing page with a live call and leaflets. Plus tools for the Vee team: Vee Analytics and Vee DJ.
What changedFewer slogans, more substance: a calendar, appointment statuses and a call from Vee in 10 seconds.
04 / 06
Abroad
Audiencecontact centres in the US
“voice exceptional efficiency”
A 2.5 × 2.28 m wall, a roll-up and a leaflet in English for the trade fair in Las Vegas.
What changedA new language and a new market, and the stand looks like Vee from day one.
05 / 06
Small businesses
Audiencesmall business owners who can't pick up the phone
“I listen carefully, I talk kindly”
The Vee Desk app, a landing page, a brochure and the “AI Receptionist” starter kit in two packaging versions, sold in shops, with an activation form.
What changedVee speaks in the first person, like a receptionist, and lands on a shop shelf.
06 / 06
myvee
Audiencemanagers, doctors and freelancers
“Your personal AI assistant”
A new brand from the Vee portfolio: identity, app, campaign, store and stand.
What changedThe three colours merge into one gradient and the tone becomes personal. The hexagon stays.
More about myvee
The system in use
From business cards to a trade fair wall
After the workshops, the rules went into the brandbook, and a package of 30 brand materials was built on them. The key visual is made of geometric shapes taken from the logo and the sub-brand symbols, so it's recognisable even without the mark.
Working together
The rebrand was only the beginning
After the rebrand, Vee came back to us with every new product. We've done 129 tasks for the company, from web apps to single stickers. They add up to the projects shown in the honeycomb: websites and dashboards for Vee's clients, the Las Vegas trade fair, a kit sold in shops and a new brand from the portfolio.
33projects
129tasks in the project
- 11Websites and apps
- 8Print, trade fairs and merchandise
- 6Brand and identity
- 4myvee
- 4Animations
Vee every day
A brand you see in the office, at trade fairs and in your hand
myvee
The same technology on one person's phone
myvee is a mobile operator project from the Vee portfolio. The assistant answers every call you don't get to in time and tells you who called, what it was about and whether you need to call back. It was meant to be switched on for every SIM card, with a paid version offering personalisation.
At first the brand targeted the people who get the most calls: managers, doctors and freelancers. We analysed how the four largest operators and smaller brands communicate, and then designed the identity, app, campaign, store and stand.
Three Vee colours, one gradient
The colours of the parent brand merge into the myvee symbol. The soft lines of the gradient suggest connections, and the hexagon motif comes back in labels and graphics.
An assistant that organises your day
The call list shows who called, what about, how urgent it is and who's calling back. There's also an address book with groups and a block list, notifications and a monthly report. Clear screens mattered most, and the ads show the app in everyday situations, in line with the brand's philosophy of privacy and independence.
Store and stand
Six call booths instead of shelves of phones
The interior is dark, and the lighting creates a sense of exclusivity, as in Apple stores. A hexagon-shaped island stands in the centre. The client decided that instead of shelves with phones, the store would have soundproofed booths where anyone can talk to the assistant. There are six of them, as many as the parts of the symbol, and each has the colour of its segment.
“Both the design process and the final result exceeded our expectations. From the start of our cooperation they were completely professional, and every stage of the project was delivered on the schedule agreed in advance, which let us roll out the new materials smoothly.”
Let’s vee kind
Vee grows within one brand system: from the logo and website, through web apps, trade fairs and sales materials, to a starter kit in shops and a new brand from the portfolio.
- Client
- Vee S.A.
- Scope
- Strategy workshops · Logo and sub-brands · Brandbook · The vee.ai website and landing pages · Web app design and development · Trade fairs and print · Animations · The myvee brand
- Services
- Branding · Branded merchandise · Logo · Production and print · Social media · Website
- Online
- vee.ai
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