LiveVoice Brand Refresh & Brand System

Refresh, expansion and systematization of the LiveVoice Brand, to better support the needs of the growing content-creation and marketing team.

The goal of this brand refresh was to expand as well as systematize the brand. Starting with a conceptual foundation, based on LiveVoice's values and mission, we defined a clear brand identity to allow for visual and tonal consistency.

We aimed to develop the branding from the original core branding package – created for the app interface and a smaller website – to one that supports marketing and editorial use. This became necessary due to the product's success. By establishing guidelines and expanding the range of brand materials, the brand can now be utilized by a growing content creation and marketing team.

The brand personality describes how a brand is perceived by the public. By defining traits and expressing them in all facets of communication, a brand becomes more consistent, and its character recognizable and relatable.

The brand personality of LiveVoice is strongest on the Sincerity dimension. Core attributes from this dimension that describe LiveVoice’s personality are “transparency”, “dependability”.

The second-strongest dimension is Excitement. Some Excitement-attributes that fit LiveVoice’s personality are “innovative” and “imaginative”.

The Competence dimension is central to what LiveVoice does, but the messaging should not be dominated by technical complexity, so this dimension is not prominent in LiveVoice's brand personality.

The color scheme was slightly refreshed and extended. Different sets for marketing and web were defined.

The font properties and proportions as well as spacing and alignment were defined for web, as well as for marketing material.

These are some of the principles, we defined for imagery:

• Use empty space generously. This will emphasize the subject and express the brand values of clarity and simplicity. If needed, focus attention further by using foreground or background blur.
• Show people in action! We are interested in people's projects! Show them participating in activities, ideally ones related to LiveVoice.
• Warmth and authenticity: Use warm, friendly light whenever possible and show authentic, friendly faces
• Tell people's stories! Instead of using stiff portraits, try to tell people's stories through your imagery.

7 principles were defined for a consistent tone of voice. This is an excerpt:

• Keep it clear and simple. Though the product is complex, this is not, what it should feel like to the user.
• Be transparent and sincere. There is no need to overpromise, because the product is solid and honesty about missing features will only increase trust.
• Be supportive, interested and invested. We want to show that we are passionate about them and their project – and about LiveVoice’s role in their success.
• Act pragmatic and dynamic – we want to provide solutions that feel like things should have always been this simple.

We provided a number of Canva templates to empower the content and marketing team.

The revised design system was employed in the LiveVoice exhibition stand at Best of Events 2025.