Users are often skeptical when it comes to a free service, especially in the telecommunication sector filled with wireless operators charging high prices for each service they offer. The rebranded version of TextNow had to feel trustworthy at first glance. The original "playful" version of the TextNow brand, with an accent on the original logo that was considered somewhat "childish", was often perceived as more suitable for a younger generation and not as trustworthy-looking as it could be.

The vast majority of users who tested the new icon stated that, even though the name of the app is TextNow, thanks to the changes in the logo and the addition of a phone receiver, they were aware that with this app they can not only text but also make a phone call.

That illustration style we chose for the merch ended up as a step in the right direction, even for the illustrations used externally - public use and promotion of TextNow as a brand. Tests showed that these illustrations are distinctive and easily recognizable, reflecting the value of TextNow as a product.

We consider that a huge success, especially nowadays when the majority of products use illustrations as a primary way of communication with their users, making it even more challenging to distinguish one brand from another and not make yet another generic illustration set.

But we didn't just stop at illustrations. We breathed life into many of them through animation. Animated assets had different purposes, from video ads to Lottie animations implemented in the application.

In addition to design direction, we actively participated in creative writing. Beyond the examples shown above, we are particularly proud of the "Dumb phones became smart a long time ago, it is time to make phone numbers smart too" phrase, which through several iterations became "Phone smarter" - one that is in use today.