Turning an outdated brand into a clear, credible and scalable identity
iCrew — Brand Strategy, Identity & Website
About:
1crew is a cloud expertise company providing DevOps and cloud solutions to leading brands.
As the company grew, their brand no longer reflected the level of work they were delivering. The identity felt outdated, inconsistent, and didn’t clearly communicate their expertise.
They came to us to realign their brand with their current position and build a foundation that supports their next stage of growth.
The challenge:
1Crew felt their brand no longer reflected who they had become as a company.
The identity felt outdated and inconsistent, and it didn’t communicate the quality of their work or the level at which they operated.
As the business evolved, this gap between perception and reality started to hold them back — especially when positioning themselves for bigger opportunities and more demanding clients.
Our approach:
We approached this as more than a visual refresh.
The goal was to realign how the business is perceived with the actual quality of what they deliver — through strategy, identity, and digital execution.
We focused on:
Creating clarity around positioning and messaging
Aligning stakeholders early in the process
Designing a flexible and scalable identity system
Translating the brand into a high-performing website
The outcome:
The result is a brand that finally reflects the business behind it.
Clear — communicates value instantly
Credible — matches the level of their work
Consistent — works across teams and touchpoints
Scalable — built to support future growth
iCrew can now present themselves with confidence, whether in sales conversations, marketing, or partnerships.
Period:
2022-2023
Services:
Brand Strategy Development
Brand Identity Design
UI UX Webflow Design
Stationery Design
Project Management Dev
Deliverables:
Brand Strategy
Brand Identity
Webflow Website
Marketing collateral
New PM system
01. Bringing clarity to the business:
We started by aligning on what the brand needed to communicate.
Through focused discovery sessions, we worked with key stakeholders to define:
Positioning
Target audiences
Messaging direction
Strategic priorities
The goal was simple:
👉 Create clarity before execution
This ensured that every design decision had a clear purpose.
Small part of the Brand Bible Strategy Document:
02. Defining the visual direction:
Before jumping into design, we explored multiple creative directions through stylescapes.
This allowed us to:
Translate strategy into visual territory
Align quickly with stakeholders
Reduce subjective feedback later
Each direction gave iCrew a clear sense of how their brand could look and feel — before committing.
Final Stylescape:
03. Building the identity system:
With a clear direction established, we developed a complete and scalable identity system.
This included:
Logo and visual language
Typography and color system
Layout and composition principles
Photography and art direction
Rather than creating isolated assets, we built a cohesive system designed to work across all touchpoints.
Let's work together
✴︎
Let's work together
Let's work together ✴︎ Let's work together
The website was designed as a core business tool, not just a visual layer.
We focused on:
Clear communication of services and value
Structured user journeys
Conversion-focused layouts
Scalability through no-code development
The result is a site that is easy to maintain internally while supporting marketing and sales efforts.
03. Website Design & Development:
⚡What this enables?
This transformation goes beyond design.
iCrew can now:
Present themselves at the level they actually operate
Communicate their value clearly and confidently
Maintain consistency across all channels
Move faster when creating marketing materials
Scale their brand without reinventing it each time
Credits:
Client:
Discovery & Brand Strategy:
Nikolay Petkov, Othmane Boumzebra, Martin Panayotov
UI/UX Design & Development
Piter Dimitrov
Brand Identity Designer:
Tsvetan Mitev
Jira PM Development
Nikolay Petkov & Gabriel Georgiev