Reecall
Give voice to smarter automation through standout digital design
Reecall automates phone calls with voice AI. In 2024 the company changed who it sells to: from a SaaS bought by end companies to a platform layer that software vendors embed inside their own products.
Brand Appart rebuilt the brand and the website around that pivot. Identity, web design and Webflow build, live in February 2025.
The challenge
A pivot the brand hadn't caught
The company had started selling to product and engineering leads at software vendors, using a brand built to reach end customers. Everything on screen still argued for the old model.
Two business models, one company
The direct SaaS keeps running while the platform takes the marketing budget. The two offers had to read as related without competing for the same visitor.
Voice, on a page that makes no sound
The product is heard, not seen. A website has to convey speed and naturalness through motion and interface alone, with nothing to play.
Brand Strategy
From a product you buy to a layer you build on.
The pivot changed the reader. Reecall was no longer addressing a business that wanted its calls handled, but the product and engineering leads of software vendors deciding what to embed in their own platform.
So the brand stopped selling the outcome and started selling the layer: integration, reliability, and the kind of credibility a technical buyer needs before putting someone else's voice inside their product.
Brand Identity
Purple, and a day that turns into night.
The identity was refreshed rather than replaced. The purple the company was already known for stayed, and the logo and iconography were reworked around it, close enough that existing customers still recognised the brand.
The site runs a light and dark treatment across its sections, with every illustration produced in both modes so the transition holds all the way down the page. An animated wave anchors the hero, kept deliberately light so it costs the visitor nothing in load time.
Deliverable
Brand, site and build, in three phases.
We refreshed the identity, designed the site and shipped it in Webflow: logo and iconography, illustrations produced in light and dark, an animated hero, a tile system replacing the old icon rows, scroll animation on the logo, and a pricing page structured around the two commercial offers.
The build used the Client First framework for clean semantics and technical SEO, and closed with a Webflow training session so a non-technical team could run the site on its own.
Result
A site that argues the new model.
Reecall went live in February 2025 with a brand that matches where the company is heading rather than where it came from: a platform layer for software vendors, presented as infrastructure instead of as an app.
The site is theirs to run. Pricing was deliberately held back at launch for competitive reasons and published on its own page once the team was ready, on a build they maintain in Webflow without us.
