Robokiller
VP of Design / Global Design Director | 2022–2024Making Scam Protection Unignorable
Robokiller had a bold personality—lightweight, irreverent, and cheeky. But beneath the humor was a serious engine: a powerful scam suppression machine protecting millions of users. My role was to evolve this duality into a brand that could scale—one that made scam protection feel accessible, not alarming.
The Shift
Leading Mosaic Group’s in-house agency, I took on the challenge of moving the brand from "spam is annoying" to "scam is a serious threat," while keeping our unique edge: making scam prevention unexpectedly fun.
I partnered cross-functionally with Product, Marketing, and User Research to reframe the user journey from the inside out. We started with a new onboarding survey that captured critical first-party data—shaping our core user narrative and driving a 99.5%+ conversion rate across platforms one year post-launch.
The Brand Evolution
With a clearer understanding of our audience—primarily 60+ users—we audited our existing creative. Our past approach leaned heavily on shock tactics (e.g., disruptive ringing phones). It drove performance, but lacked long-term brand resonance.
My team and I developed a more holistic strategy:
- Led a 360° creative audit and evolved our messaging to center safety, intelligence, and clarity
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Scoped and selected Studio Mals through an RFP to create a flexible brand toolkit
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Oversaw the translation of this toolkit into motion and marketing-ready assets via our internal brand team
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Scoped a future-state identity to support Robokiller’s shift from a utility app to a full-spectrum scam defense platform
This wasn’t just about a facelift—it was about future-proofing the brand to support our ambitions in web-to-app conversion, new monetization strategies, and tiered feature rollouts.
Outcomes
- 12M total downloads
- 1M active subscribers
- $30M annual revenue
- Conversion-optimized onboarding (99.5% iOS / 99.8% Android)
- Brand design system scaled across internal and external teams
Recognition
🏆 2024 App of the Day – Apple
🏆 2022 App of the Year – Globee Business Awards
🏆 2022 Technical Achievement – Webby Awards
🏆 2022 Achievement in Product Innovation – Stevie Awards
🏆 2022 Best Use of AI and Machine Learning – Stevie Awards
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Team
LEADERSHIPKathleen Barrett, CEO
Mark Lavoritano, CPO
Mike Vannucci, CMO
Giulia Porter, VP, Marketing
Laila Grainawi, VP, Design
Rachel Sanfilippo, Director, DesignOps
BRAND
Zlatko Klemenic, Lead Brand Designer
Crissy Milazzo, Lead Brand Strategist
Emily Cheng, Lead Digital Designer
CAMPAIGNS
Dan Vaneps, ACD, Art
Thomas Greenhalgh, ACD, Copy
Mike Oxendine, Sr. AD
Sarah Flores, Lead Copywriter
PRODUCTION
Stanislau Baukinvoch, Lead Motion Designer
Alexsandra Makovara, Lead Marketing Designer
Mikakali Kapachou, Sr. Motion Designer
LaQuan Allen, Motion Designer
EXTERNAL
Studio Mals (Robokiller Toolkit)
And many others from within my department who helped us deliver on the goals we set out to achieve.