Laila Grainawi
Product Marketing Info

TapeACall

VP of Design / Global Design Director | 2022–2024

Designed for Presence
TapeACall is built on a simple but powerful idea: when you’re fully present in a conversation, everything works better. My work on the brand and product aimed to reflect that clarity—making the experience feel as seamless and unobtrusive as the technology itself.


The Opportunity
TapeACall offered dependable call recording for both business and personal use, but its positioning was rooted in utility. My challenge was to elevate the brand into something more meaningful—a tool for empowerment, memory, and connection.​

We set out to reframe the app as a modern productivity companion: a product that replaces the need for manual recordings, frantic note-taking, or the risk of forgetting what matters most.​


My Focus
As VP of Design, I led a cross-functional effort to evolve both the product experience and the brand’s emotional resonance:
  • Refined Core Messaging: Centered around presence and peace of mind, emphasizing the app's role in enhancing user focus during conversations.​
  • Streamlined Visual Identity: Developed a clean and intuitive design system to bolster trust and ease of use.​
  • Articulated Long-Term Vision: Envisioned a future where conversations are effortlessly captured and organized, eliminating manual recording tasks.​
  • Aligned Product UX with Brand Promise: Ensured the technology felt invisible yet indispensable, seamlessly integrating into users' daily routines



Outcomes


TapeACall now stands not just as a recording app, but as a modern memory tool—an enabler of better conversations, sharper follow-through, and less mental overload. The updated branding and positioning paved the way for long-term innovation and deeper market differentiation.

  • 25.7 Million+ Calls Recorded
  • 3.73 Million+ Hours of Recordings
  • 205,000+ Transcriptions Processed

Explore the app ->

Team

Laila Grainawi - VP, Design 
Zlatko Klemenic - Lead Brand Designer
Antonija Laus - Graphic Designer
Violetta Shamko - Illustrator
Sasha Niciphor - Product Design Director
Pierre-Yves Levices - Sr. Product Designer
Mirna Smrekar - Director, Product Management


Earlier explorations