Behind every successful rebrand is a strategic idea that reshapes how a business is perceived. For global digital transformation company SoftServe, that meant moving beyond the familiar language and visuals of the technology sector to create a brand that reflected its position as a trusted partner to some of the world's biggest innovators.

We spoke with Simon Manchipp, Founding Partner at SomeOne, about the thinking behind Technology Elevated, the research that uncovered an opportunity in a crowded market, and how a bespoke identity system helped transform SoftServe into a brand designed to inspire both clients and employees worldwide.

What was the brief?

SoftServe are the engine behind the world’s most ambitious digital transformations — partnering with global titans like Nvidia, Amazon, Google, and Microsoft. The brief was big but simple: despite an incredible track record, their brand didn't match their stature. They needed a visual and strategic identity to move them beyond a functional service provider and into an aspirational, strategic partner.

How did the initial pitch/brainstorming phase go?

According to their Global Brand Director, Neill Furmston, we dazzled them from day one. They are a smart, founder-led global client with unflinchingly high standards, but we brought research that actually made audiences feel heard, paired with refreshingly ownable strategy.

What was the process behind ideating the concept?

The tech sector is absolutely swamped with brands wanging on about "solutions." We wanted a completely different trajectory. We focused on height — a promise of a higher standard of thinking, a more refined level of engineering. That led straight to the core strategic idea: Technology Elevated.

What was the production process like?

Precision-engineered. We built a fluid, highly functional template system to ensure absolute consistency across their global footprint, whether a consultant is in London, Austin, or Kyiv. We developed an elevated colour system to ditch the sterile tech blues, and established strict motion principles where every single element is choreographed to move onwards and upwards.

What was the biggest challenge during production? How did you overcome it?

You're dealing with a sector where the "product" is often invisible lines of code or abstract cloud architectures. We overcame that by creating a suite of bespoke, authored CGI. We made the intangible feel tactile, robust, and highly premium — bridging the gap between high-level data and physical results. Add to that the sheer scale of aligning a privately owned global powerhouse across borders, which required fostering a massive culture of shared ambition.

What kit/tools/software were used to create the project?

All the Adobe magic — plus some custom things for the CGI wow moments.

What is one funny or notable thing that happened during production?

Managing to unite an entire global organisation behind such a progressive programme of work. Hearing from the client that their teams genuinely love working with the new design systems and are pulling in daily compliments from colleagues and clients.

What’s the main message of this project and why does it matter?

Technology Elevated. It matters because in a sea of cold aesthetics and generic tech tropes, SoftServe now acts and looks like the apex predator it is. It positions them comfortably alongside the luxury of Montblanc or the cutting-edge innovation of Nvidia.

How long did it take from inception to delivery?

About 100 days. Transforming a global titan requires proper, rigorous commercial creativity — we move fast, but we don’t rush the thinking.

Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?

The spark was the sheer frustration of looking at a sector drowning in parity. Everyone talking about the same things in the same boring ways. We felt it was time to stop talking about what you do, and start talking about the trajectory. The Ascend Mark was born directly from that singular focus — built on a grid but with a soul.

How did you ensure that the concept aligned with the brand's values, goals, and target audience?

By listening properly. We conducted research that left their audiences feeling genuinely heard, not just processed. Every visual decision — from the hand-crafted letterforms that reflect human ingenuity, to the geometric rigour that enterprise partners expect — was tethered to their ambition to raise the game for their clients.

Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?

Technology Elevated was the absolute undeniable truth of the brand, so we put all our firepower into making that world-class.

Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?

Rebranding a business of this scale demands absolute alignment. SomeOne’s Account Director Ben Field managed the moving parts to empower every office to speak with one voice. We also collaborated brilliantly with our pals at Rockabye on the CGI to give SoftServe a visual voice that takes it all to another level.

What role did consumer research or market analysis play in shaping the concept and its execution?

Foundational. It proved the tech sector was a sea of sameness. That gave us the mandate to step away from cold aesthetics and build a brand with actual soul, giving them a completely ownable space in the market.

Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?

The wordmark itself. Most tech brands just pick an off-the-shelf geometric sans-serif and call it a day. We hand-crafted the letterforms. It gives the brand a human touch balanced with razor-sharp precision. We also engineered motion principles where nothing is static and nothing moves without meaning. Everything moves purposefully upwards.

How did you ensure that the concept remained innovative and stood out in a crowded marketplace?

We binned the generic tech tropes. We dropped the over-saturated blues and brought in sophisticated, modulated tones to bring warmth to human-centric imagery. We killed the stock photography and replaced it with precision-engineered CGI textures. We built a cohesive Brand World, not just a logo.

What do you hope it achieves for the brand?

Exactly what it’s already doing. Elevating the way they are seen by the world, and the way they see themselves. They are now strategically, verbally, and visually equipped to lead the next era of digital innovation.

Credit list for the work: Huge thanks to the SoftServe team: Neill, Arturo, Harry, Kawika, Erik, Tetiana, Taras, Yaroslav, Vika, Endrit, and everyone who made it a success.

SomeOne Team: Simon Manchipp: Founding Partner, Rich Rhodes: Executive Creative Director. Andy Goode: Design Director, Joe Gregory: Junior Designer, Ben Field: Account Director.

Collaborators: CGI: Rockabye