Laila Grainawi


Evolve our telecommunications apps into a sister-suite using a branded house design-system. Determine the best market fit for Textkiller and design a visual identity that helps support that positioning.  

Create an all new visual identity that plays well with Robokiller, and the rest of the Teltech telecommunications app portfolio. Design all aspects of the visual identity, as well as brand work to develop tone and messaging for the refreshed product experience. 

Developed a flexible identity system that uses ‘Etch’ lines to carry the narrative forward through the Product experience and across each customer touchpoint. 

2023 - Gold Winner, Best Use of AI and Machine Learning - Stevie Awards


Kathleen Barrett, CEO
Mark Lavoritano, CPO
Laila Grainawi, VP, Design
Mike Vannucci, CMO
Giulia Porter, VP, Marketing

Zlatko Klemenic, Lead Brand Designer
Crissy Milazzo, Lead Brand Strategist
Emily Cheng, Lead Digital Designer
Matteo Fiore, Brand Designer
Antonija Laus, Graphic Designer

Nicholas Godwin, Sr. PM
Sasha Nichipor, Director of Product Design

Stanislau Baukinvoch, Lead Motion Designer
Alexsandra Makovara, Lead Marketing Designer

Etch was the selected identity utilizing the color palette from Graphite proposal. We also wanted to retain the glass-like quality of the shield component.  This was selected by the internal teams for the possibility of connecting the product flows using the line work in Etch (mocked below, sketched above). 

Exploring Aeonik as a unifying typeface across the brands.
3D icon exploration
Guideline excerpts for accessibility
Final icon and wordmark
Example of Etch in marketing materials
Packshot concept and storyboard for animation