CloudFirst is a managed cloud services provider helping organisations achieve resilience, security and growth with enterprise grade solutions. They asked us to evolve their brand and create a hero creative system that could communicate their vision with clarity, energy and impact. The challenge was to express complex, technical services in a way that felt inspiring and accessible, positioning CloudFirst as both innovative and trustworthy.
We built the strategy around the idea of exploration and limitless possibility. CloudFirst’s services remove barriers and open new horizons, so the identity needed to embody that sense of freedom and confidence. Our approach was to develop a layered creative system that could flex across campaigns, services and daily communications. The aim was to combine the visionary quality of an Explorer brand with the authority of a Sage, creating a balance of inspiration and professionalism.
At the heart of the identity are Cloudscapes: a suite of gradients inspired by natural landscapes such as mountains, forests, deserts and oceans. These act as expressive backdrops, suggesting adventure and possibility, while providing a flexible visual thread across all communications. Alongside this, we created a large image library that mirrors the tones and moods of the Cloudscapes, telling an uplifting story of exploration with subtle human elements woven throughout.
The system was designed in tiers to support every level of communication. Tier One delivers bold campaign imagery for maximum impact across billboards, digital and print. Tier Two provides a more technical, premium look for services and sales, using sleek abstract imagery treated in CloudFirst blue. Tier Three uses Cloudscapes as a simple but powerful device for reports, presentations and internal comms. Together these assets give CloudFirst a creative toolkit that is rich, adaptable and unmistakably their own.
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