Textkiller
VP of Design / Global Design Director | 2022–2023A Smarter Defense Against Spam Texts
After redefining the voice and identity of Robokiller, we turned our focus to its sister app: Textkiller. Built by the same team, the goal was to evolve Teltech’s suite of telecommunications tools into a unified, future-ready ecosystem. I led the strategic and creative direction for a product and brand identity that could stand on its own—while delivering a clean, intuitive experience that earned user trust from the first tap.
The Challenge
Textkiller had powerful AI under the hood, but no clear brand story or visual system. It needed a market identity—and a refined product experience—that made users feel protected, informed, and in control.
My Focus
As VP of Design and Global Design Director, I oversaw both the brand system and product UI, ensuring the two worked hand-in-hand to elevate trust and usability.
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Visual Identity Development: Crafted a flexible design system using the 'Etch' line motif—a visual metaphor for cutting through digital noise. This motif extended across marketing and product touchpoints for a cohesive experience.
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Product Design Integration: Led the UX and product teams to apply the brand system directly to the app interface, resulting in a cleaner UI, more legible typography, and clearer information hierarchy. The refreshed visuals created a sense of precision and reliability—crucial for a utility product in a sensitive space.
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Tone & Messaging: Developed a voice that was alert but not alarmist—conveying protection. The UX writing echoed this tone, especially in onboarding and key interaction moments.
- End-to-End Experience: Ensured that the brand came to life not only in the visuals, but in the entire product journey—from install to first block to deeper settings and user controls.
Outcomes
Outcomes-
A distinct, modern identity that positioned TextKiller as a serious tool with a smart, human voice
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Product UI enhancements that improved trust and reduced cognitive load
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A scalable design system that unified the app with the broader Teltech suite
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Cross-functional alignment on a shared vision for future product features and campaign rollouts
🏆 Gold Winner – Best Use of AI and Machine Learning
Stevie Awards, 2023
Explore the app ->
Team
LEADERSHIPKathleen Barrett, CEO
Mark Lavoritano, CPO
Laila Grainawi, VP, Design
Mike Vannucci, CMO
Giulia Porter, VP, Marketing
BRAND
Zlatko Klemenic, Lead Brand Designer
Crissy Milazzo, Lead Brand Strategist
Emily Cheng, Lead Digital Designer
Matteo Fiore, Brand Designer
Antonija Laus, Graphic Designer
PRODUCT
Nicholas Godwin, Sr. PM
Sasha Nichipor, Director of Product Design
PRODUCTION
Stanislau Baukinvoch, Lead Motion Designer
Alexsandra Makovara, Lead Marketing Designer