SRF Cloud is a cloud solutions provider that needed a strong brand identity and digital presence to build trust in a competitive market. Their challenge was to convey reliability, technical expertise, and innovation while remaining approachable to business clients who are not always highly technical.

I led the creation of the complete visual language, including:

• Logo & Brand Identity: A modern logo and design system that reflect security, scalability, and innovation.

• Guidelines & Visual System: A cohesive set of rules covering color palette, typography, iconography, and imagery style to ensure consistency across all touchpoints.

• Website Design: Structured the site for clarity and conversion, with clear service presentation, trust-building elements, and intuitive navigation.

• Tone of Voice: Defined a brand voice that is confident, professional, and approachable, helping SRF Cloud communicate complex services in simple, trustworthy terms.

• Visual Assets: Designed icons, layouts, and brand elements that reinforced technical expertise while remaining user-friendly.

• Product Design Consulting: Worked with the product team to align the internal platform’s UX and UI with the new brand identity, ensuring consistency between the company’s promise and the user’s actual product experience.

Impact

The new branding positioned SRF Cloud as a credible, modern, and reliable cloud services provider. The cohesive design system unified the website, marketing, and product experience, improving clarity and trust for clients. As a product consultant, I helped shape user flows and visual consistency within the platform, making the brand promise tangible in the user experience. This alignment between brand and product gave SRF Cloud a stronger foundation to grow and compete in the cloud solutions market.