Truecaller — Product Design / Brand Design

Shifting brand perceptions of a quarter of a billion people

Truecaller, maker of a 250M users strong dialer that offers caller ID, spam detection, payments and messaging, as well as ad and dev kits partnered with BBH Stockholm to go from being percieved as just a global spam blocker to an enabler of a world full of mutual trust.

Impact

After two months the rebranding together with the new updated 8.0 resulted in:
— Over 85 third-party apps started using their sign-in option
— Over 15% of their user base started using their instant messages tool
— Over 30 of the largest e-commerce dealers started using their white-listing number service

What we did

Strategy

Vision & mission

Design

Brand design
Prototyping

Every story begins with the right call. Don’t miss out on what really matters

Truecaller, a brand synonymous to its function, was always perceived as something living inside your phone, something you don't really notice. It just sits there. Blocking unwanted calls. But with a growing new suite of services, functionalities and partnerships, they needed to make a transition from their beaten path of becoming a shattered brand. 

Getting the call from that employer you always dreamt of...
Knowing the name of the person driving your cab...
Eliminating the distraction of that stubborn sales guy…
Paying a friend instantly when you’re out of cash…
My Volvo keeps track of everything, from costs to service bookings, taxes to-, trip logging, a up-to-date status of your car and much more.
There’s a new world out there. A world reaching far beyond knowing phone numbers and spam-blocking. Technology built to make life simpler is great, but infinite connectivity is creating infinite complexity. Putting up new forms of trust barriers.

Truecaller now imagines a world built on mutual trust. No matter if it is ingrained in the beginning of a conversation, in the middle of a transaction or at the end of a signature.
That’s what it is all about.