GigaCloud: one design language for a whole cloud company
My design journey at GigaCloud, the premier cloud provider in Ukraine.
What is this case about?
When I joined GigaCloud there was no dedicated designer: every department handled its own design, and the brand had no common language.
My main goal was to bring these pieces together into one cohesive, appealing style that speaks to the audience.
With so many departments and directions, the task was broad. Not every detail fits here, but these are the key steps that got the company to a consistent design.
Google ads
It started with the Google banner ads. Different outsourcing studios had made them, so the styles were mixed and often far from the brand. I analysed the existing banners, looking closely at the ones that performed best.
Together with the content team we wrote the copy in the brand's voice and built several visual concepts to test. The winner became the single style for all Google ads, and it is still in use.
“By improving the quality of our creatives, we significantly boosted click-through rates: 2.29% on average and 8.69% at peak, effectively doubling our previous results.”
Yehor NedobegaPPC Specialist at GigaCloudClient cases
For the client case studies I created one banner style. Simple layouts felt flat, so each banner now puts the client's core business inside a cloud, surrounded by related objects: lively, but consistent.
A soft white and pink palette keeps it light and unobtrusive, and ties the whole client portfolio to GigaCloud's identity.
“Together with the designer, our team built a design and publishing system for cases and articles. It cut image production time and kept the style consistent. Our design stands out in Ukraine's cloud market and sets us apart from competitors. This success reflects our effective collaboration with Viktor Slavkov.”
Gennadiy MatvienkoHead of Content at GigaCloudProduct banners
Product banners took a different turn from the cases: a darker palette and a minimal layout built around one strong element. The serious, solid look underlines how reliable the products are.
Merch and print
Most merch simply put the logo on red, but stands, stickers and partner awards left room to play with the visual elements. Brochures and flyers carry the same cloud style, so every physical touchpoint feels like GigaCloud.
Event identities
GigaCloud runs events and online meetups about cloud and related tech. For each one I create an identity: the logo, colours, type and the rest of the visual language. Svoe.it, one of them, has a case of its own.
YouTube covers
GigaCloud's YouTube channel explains technology in plain words. I designed the channel's look and made thumbnails for every video, testing visuals, colours and type to find what makes people click.
“The task was thumbnails that raise the channel's click-through rate. We wanted to stand out not just in the Ukrainian cloud niche but across all of YouTube. The designer made several versions for every script to test, and we reached an average CTR of 3.8%, with some thumbnails at 9–10%.”
Gennadiy MatvienkoHead of Content at GigaCloudRebranding graphics
I led the visual side of GigaCloud's rebranding, starting with the website imagery. Concepts from Midjourney, finished by hand in Photoshop, became new visuals for case studies and products in the new identity.
Results
In the end I moved on to new challenges, but I am proud of the cohesive design direction we built. We still work together on select projects as freelance, and that design keeps guiding the brand as it grows.
“Thanks to working with Viktor, every design project became an effective marketing tool. The visual side is now a key part of everything we build, and the corporate style system we created reflects our brand and strengthens our marketing.”
Anastasia MenailovaHead of Marketing at GigaCloud