2bcloud
2bcloud is a global consultancy helping cloud-native companies optimise, manage, and innovate across Azure and AWS. Their brand leaned heavily on the technical, leaving little room for personality or connection. The challenge was to move them beyond corporate credibility into a space that felt unmistakably human, personally engaging, and memorable.
Our strategy positioned 2bcloud as the partner that blends engineering mastery with human connection. Four defining traits – expert, agile, dependable, approachable – became the blueprint for the new brand. From there, we shaped a tone of voice that was concise, confident, and accessible, designed to build clarity and trust with audiences who often feel alienated by technical complexity. The process wasn’t about simplifying the technology itself, but about designing the right lens through which it could be understood.
At the centre of the new identity is Tubi – an abstract, cloud-native mascot who embodies 2bcloud’s role as both guide and partner. Tubi flexes across contexts, from giving reassurance in technical moments to celebrating milestones with clients. A disciplined palette of deep blues and vibrant highlights reinforces credibility, while modern typography and bespoke iconography extend the system with precision.
