Kateryna is coming - Наші роботи - TWID Marketing & Tech Agency

Branding

Web

Strategy

Communication

Yavir-2000, a leader in the Ukrainian security services market since 1994, came to us to reimagine their SOS Button app, which hadn’t gained the traction they hoped for. The app operates on a monthly subscription and allows users to quickly call for help when they feel threatened. Our task was to create a new identity, name, visual style, and communication strategy for the product. Over time, the project expanded to include a website, app design, and promotional materials.

Challenge

Our main goal was to elevate the SOS Button from being just an “alarm” to a source of strength—especially for women who often face harassment or violence. We aimed to build an app that would serve as a daily assistant, not just a tool for emergencies. Women needed to feel confident and in control, whether during a late-night walk or an unexpected confrontation.

Research and Strategy

Our research showed that women are an underserved and vulnerable audience when it comes to personal safety. We focused on their needs, positioning Kateryna as a brand that helps women feel empowered in potentially dangerous situations. We wanted Kateryna to be as indispensable as everyday essentials like keys or headphones.

We branded Kateryna as a “pill for peace of mind”—something you might not notice daily but rely on in moments of need. The name itself was designed to evoke trust and reliability, offering real solutions to women’s concerns without exaggeration or unnecessary promises.

Костя Калюкін

“В креативну концепцію бренду Катерина закладена ідея жінки як рівносильного субʼєкта, замість патріархального жертовного обʼєкта. Це те щире відчуття, яке ми прагнемо передати своїм клієнткам: "В мене є засіб захисту своїх кордонів і я можу жити своє життя так, "як вважаю за потрібне". "Виглядай як хочеш", "Ходи коли хочеш" - наші ключові меседжі, зрозумілі всім. Щоб ця ідея була щирою, довелося порушити одне правило. Так, назва "Катерина" дійсно є реверансом в бік твору Шевченка - я прагнув я прагнув викоренити з образу персонажки звинувачення жертви. Аби цього досягнути, вирішив порушити правило й закласти свій особистий контекст - використати імʼя рідної сестри, яка одного разу міцно відбилася від нападників на районі, завдяки чорному поясу з ушу. Тож так, це особисте.”

Diana Kudasheva

“Kateryna is hands down one of my favorite projects. We poured our hearts and energy into it. What started as a business request turned into something much bigger—a brand that tackles important social issues and actively champions them. It’s a service that takes a meaningful step toward greater safety for women (and beyond), delivering an honest and emotional narrative, as it should when addressing any form of violence.<br /> Most importantly, Kateryna proves once again that brands rooted in strong storytelling, bold positioning, memorable identity, and a great product resonate deeply with audiences. And soon, we’ll be able to measure its impact on business metrics too.”

Alex Twista

“Kateryna stands out as a shining example of how a digital product can be seamlessly and empathetically woven into daily life—especially in the delicate realm of personal safety. The real magic lies in creating an experience where users feel mentally secure and at peace from the very first interaction, even without ever needing to press the alarm button.”

Design System

Next, we created a design system that reinforced Kateryna’s core promise: confidence, simplicity, and clarity. Rather than portray women as superheroes, we focused on making Kateryna feel like a natural part of everyday life—like a wallet or a key. We kept the interface minimalist and intuitive, with clear visual cues that make it easy to use even under stress. We used simple colors—green for safety, red for attention—and made the interface accessible in high-pressure situations.

Website and Communications

We launched a website with a manifesto emphasizing the importance of security. The site explained why a subscription-based security app is a valuable investment, positioning the app not just as an emergency tool but as part of a self-care investment.

App Design

Understanding that users are likely to be in a state of confusion or panic when using the app, we made the buttons large and icons clear so that they could be easily accessed even in stressful moments. We introduced a dark mode for discrete usage, real-time location tracking, and chat features to allow seamless communication with security services.

Communication Strategy

Kateryna’s communication strategy focused on empowering women without dictating how they should protect themselves. The brand maintained a caring, sisterly tone while being assertive and confident in its approach to aggressors.

Our 360° campaign included digital ads, influencer partnerships, and outdoor media. The key message: Kateryna is more than just an app—it’s your defender.

Results

We meticulously designed every user interaction, from app notifications to website illustrations, reinforcing the message that Kateryna is there to protect and support. Every detail was tested and optimized to ensure maximum user convenience and trust in the product.

Conclusion

In building Kateryna, we created more than just an app; we built a brand that became part of a larger social mission. Kateryna offers women peace of mind, confidence, and control in a world where danger can strike unexpectedly. With its intuitive design and clear communication, the app helps women feel safe every day.