Website creation redefined

Designer-friendly platform for building and running websites —
In the era of internet we've all become small-time journalists, photographers and writers. We publish and link, share and comment in a continuous flow. Pieces of writing. Pictures, videos and sounds. Mixes and mashups of them. Our audience, our 'readers' are everywhere across the planet. These days it costs nothing to become a publisher.

Voog is a tool for creatives to build beautiful, design-driven websites for themselves and their customers. Voog is user centric — it's light-weight, simple to use and takes care of all the tech side so that both the end-user and the agency are free of setup, configuration, updating, security, scalability and hosting issues.

Our first task was to find a proper new name for the company and its product. Playing around with various alternatives we were drawn again and again to the simple, short and powerful VOOG which means 'flow' in Estonian — and sounds a bit like 'vogue'. We managed to acquire the domain name and proceeded straight to branding.

Whereas most of the business oriented web apps tend to be generic, almost unbranded, we wanted to keep the designer roots of the team in their fresh branding. Therefore the end result is stylish, playful and un-geeky. We also wanted to keep away from the mellow, warm and overused hipster gamma often associated with designers, so the imagery is more raw, vibrant and sometimes even oversaturated.

Second big task was creating the website and the whole user experience of the product itself. Where the website keeps the over the top branding in the focus, the product itself had to be completely out of the way of the user, his brand, his website. The connecting features of the two worlds are therefore typography, tone and style of the infrequent copy and the the few admin screens where we could use large photos without compromising the user experience.

Both the website and the user interface of the product are playing along well with different screen sizes and device types. Also, they both are inhabited by more than a dozen language versions, sometimes with non-Latin alphabets.

Creative direction and graphic design — Fraktal
Copywriter — Birgit Pauklin
Production company — Linda
Producer — Anne Vetik
Cinematography and photography — Ken Oja
Post-production — Anton Toomere
Music — Ago “Sethh” Teppand

The product itself was designed and developed in-house by Voog team.

Try Voog out yourself — head to