Product designer · Teletype · 2025–2026

Teletype

1

Brief and problem statement

Teletype approached us to refresh their visual style. We started with the brief: the product, its audience, strengths and weaknesses. Functionally, the service was strong, but its communication lacked clarity and cohesion.

The challenge: position Teletype as a cloud service for customer communication and differentiate from competitors.

Brief and analysis — slide 1 Brief and analysis — slide 2 Brief and analysis — slide 3 Brief and analysis — slide 4 Brief and analysis — slide 5 Brief and analysis — slide 6
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2

Positioning

Analyzed 20+ competitors: from Intercom and Zendesk to Jivo and Carrot Quest. Found the niche: a cloud service with AI for customer communication.

Built a persona: online store owner, 12-person team, losing leads across scattered chats. Wants everything in one window. Doesn't want to hire a developer.

3

Values

We defined three core values:

  • Always be in touch
  • High enterprise standards
  • Care for the person at every touchpoint
4

Tone of voice

Confident, calm, avoiding tech jargon, speaking human to human.
Before: “Aggregator of messengers and social networks.” After: “Teletype — cloud dialog center for business.”

5

Visual concepts

Developed three visual directions. Each reflected a different brand character: from brutal telegraphic style to soft corporate.

Morse concept — brutalist, high-contrast typography
Morse
Techno Enterprise concept — soft forms, gradients
Techno Enterprise
Selected concept — chosen direction: cloud, light, air
Selected
6

Brand attribute scales

Brand attribute scales
7

Graphic techniques

Graphic techniques 1 Graphic techniques 2 Graphic techniques 3 Graphic techniques 4 Graphic techniques 5 Graphic techniques 6 Graphic techniques 7 Graphic techniques 8 Graphic techniques 9 Graphic techniques 10 Graphic techniques 11
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8

Audience and archetype

Defined the brand archetype — Magician + Caregiver — and built the target audience portrait. This became the foundation for tone, visual language, and communication structure.

Teletype brand archetype — Magician and Caregiver: values, tone, positioning
Brand archetype: Magician + Caregiver — simplicity and care
Teletype target audience — Maxim, 34, online store owner: jobs, pains, motivation
Target audience: Maxim, 34 — business owner losing leads in chat chaos
Teletype

Teletype is a cloud dialog center for business. The service brings together messengers, social networks, email and website chat in one window, merges scattered inquiries into a unified communication history, connects AI agents, adds analytics, integrations and marketing tools.

Teletype app icon on iPhone
Oceanic Grotesk
Regular Medium Bold
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Teletype signage in gallery space
Teletype strategic report Teletype corporate stationery
Teletype conference poster
T-shirt with Teletype logo Teletype tote bag
Teletype billboard
Teletype stickers on laptop Teletype Instagram post
1

Context

After the identity update, the old landing page no longer matched the new positioning. The visual language was outdated and the structure didn't reflect the product's key strengths.

2

Challenge

Design a new landing page that:

  • Communicates the updated positioning: cloud dialog center with AI
  • Conveys product value in the first seconds
  • Shows the interface in action
  • Drives sign-ups
3

Solution

The landing page follows the logic: problem → product → how it works → who it's for → result. Visually — the new brand style, interface animations, clean typography. Minimal text, maximum clarity.

Full Teletype landing page — structure: problem, product, how it works, who it's for, result
Final landing page: from problem to product, interface in action
4

Iterations

We explored 12+ landing concepts: from structure and messaging to visual language.

teletype.in
Landing iteration 1 — detailed structure with product, insights, and channels sections
Landing iteration 2 — typographic concept with illustrative hero Landing iteration 3 — interface in hero block, purple accents
Three of 12+ iterations: from detailed sections to clean hero with interface
5

Result

The landing page launched alongside the updated brand.

Teletype Figma prototype
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