Communication strategy and branding for export IT Alliance

What do you know about ukrainian IT sector? With over 200 000 IT professionals, Ukraine permanently stays among countries, leading in software development quality. Ukrainian software engineers are rated 5th globally and 4th in Europe. Regardless of acknowledgment, Ukrainian IT companies are facing difficulties finding international clients.

We've been approached by IT Union – an export alliance to develop a stylish modern identity that had to showcase production potential and overall attractiveness of alliances' members in Europe and the Americas.

Anything but blue

During initial research we confirmed that the majority of TECH-companies and organizations are utilizing the same color spectrum in their brand identities: variations of blue/purple, dots/lines, multiple digital elements. We were confident in our decision to switch the paradigm for IT Union and make it stand out in the crowd. So we came up with the "no blue" rule.

Other success criteria we formalized:

  • Dynamics are welcome
  • Minimalism is preferred
  • Scalability is a mast
  • The visual system has to be easy to use

Unite and conquer

We started with IT Union's key statement

uniting game-changers

In our research of symbols of unity we came up with a deeper, next-level meaning that we planted in our client's identity. We found the perfect symbol. The game of Go.

The Game for Gamechangers

Go game is one of the first games known to humanity. Born in China more than 2000 years ago, its goal is to occupy the board by strategically conquering its territory. We found this to be the absolute perfect metaphor for IT Union's mission – helping IT companies conquer new markets.

The heart of the logo – a stone (chip). Flexible and adaptive – it can be colored in one of 5 preselected color options depending on the semantics of use. We chose clear and bright colors that communicate confidence, optimism and are equally well displayed on a digital screen or printed on a paper surface.

In key visuals the number and size of the stones change, creating unique patterns. This allows for broader and more unique displays on different media.


One of IT Union's fields of activity is organization of trade missions. To add more to the visual system's flexibility – we added the option to substitute the stone with a flag. This allows for unique, situational branding.

Next steps

While IT Union is recruiting new members and enters four new markets – we are preparing to launch their website, awareness campaign and social media activity.

If you found this case interesting/useful – consider hitting us a line just under this text. Also, check out another interesting project we did for a British company UK Swiss Group launching their new beauty product Luxerizer.