Shift is a real-time voice transformation product by Supertone that enables users to instantly change their voice into a wide range of character voices as they speak, creating surprising and playful interactions across social and creative contexts.

In this branding project, the core challenge was to make an unfamiliar, advanced technology feel intuitive and immediate — something users could understand at a glance without needing a technical explanation. Given that real-time voice conversion can feel abstract or unexpected to people, the visual and experiential language focused on clarity, transformation, and responsiveness.

Rather than centering on tech jargon, the design system highlighted the real-time nature of the product — showing motion, change, and feedback as an inherent part of the brand experience. Through dynamic visual elements and modular branding assets, the identity conveys the idea of voice shifting instantly and playfully, reinforcing how the technology feels in action.