VOZZi Brand and Experience Development

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.

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.

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

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

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.

High-budget TV commercial with famous actors.

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.

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.

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.