I was fortunate to have the chance to work with Voqo AI to develop their first brand guideline. This was a paid freelance project, where they approached me with a logo and a few colours they've enjoyed working with, and my job was the build it into a brand. The final brief includes logo, typography, colour palette, graphic elements, layouts and finally, applications.

Voqo AI (originally Heffron AI) is an Australian tech start-up founded by Adam Ma, working in a small team to build AI assistants that will help their clients with answering phone calls. The team had a clear vision of what they wanted their company to feel and sound like, which made the collaborative process very smooth. Here are the principles that guided my approach...

1. We revolutionise, quietly.
   We improve what exists. No drama. No ego. Just better. We don’t disrupt for the sake of noise. We rethink systems with precision and purpose. Our innovation is subtle, yet deeply impactful.

2. We guide, not overwhelm.
   In a noisy market, our words feel like a breath of fresh air. Our communication is clear, our responses considered. We lead with intention, simplifying complexity, never adding to it.

3. We intill calm.
   Stress fades when things just work, so should your language. In a world of noise and urgency, voqo brings clarity. Our tone is composed, confident, and reassuring, like a trusted assistant who’s always one step ahead.

Branding

Logo

When I started working with Voqo, this was their existing logo. The logo was not responsive nor adaptable, the line weight was too thin making it feel overcrowded, and it was not memorable enough. So that was the first thing I adjusted for the brand kit.

I also had the chance to input on logo ideas following the concept, although the team decided to stick with the original, which by then had already been appearing on their content. Below are the drafts with annotations.

Colour

For the colours palette we introduced Voqo Green and Heffron Brown. These are the core colours the rest of the palette will be built upon. We wanted an organic, humanising touch to the brandthat can resonate with the company vision. The name Heffron brown is a throwback to Voqo’s original name, which was named after a park in NSW, Australia.

Imagery

This is an example of the AI prompt Voqo will use to generate the images that capture the style they are looking for.

A sweeping, romantic 19th-century landscape painting inthe style of the Hudson River School. Majestic cliffs rise dramatically against a luminous sky filled with soft, golden light and gently textured clouds. Lush green forests and rolling meadows fill the foreground, dotted with small pastoral details. A sense of grand scale and sublime beautypervades the scene, with careful attention to atmospheric perspective and intricate, realistic details. The overall moodis tranquil yet awe-inspiring, evoking the natural grandeur and painterly brushstrokes characteristic of classical American Romantic landscapes.

Vision

Once all the design materials came together, the vision became clear to realise. For more details on graphic elements involved, please view the full brand kit attached at the top of the page.

Digital Promotion

Product Advertisement

One of the first ads commissioned for Voqo under this brand kit, to beposted on social platforms to introduce the product, targeted at real estate agents. Adhering to the brand guidelines and voice without overcrowding with information. In short, the ads should feel calm and serene. Content on social media should be responsive and adaptable todifferent size formats.

Social Media Content

In modern digital marketing, social media is a crucial component that generates a loyal customer base. We shouldbe using these platforms to not only establish online presence, but furthermore engage and connect with users. A few ideas are pop-up events, live sessions, educational tidbits, brand vision and principles, behind-the-scenes, client testimonials, seasonal wishes, exclusive holiday discounts, and many more.