Kirill Filonov

Soveren

Brand Identity and Product Communication for Early-Stage B2B Startup
About
Soveren is a data security platform designed to provide real-time observability and control over sensitive data in production environments.
As an early-stage B2B startup, Soveren needed a strong brand and digital foundation to communicate product value, build credibility with investors, and support early growth efforts.
This project focused on shaping that foundation through brand identity, website design, and analytics-driven optimisation.
Responsibilities
Information Architecture.
Brand Identity Design.
Website Design & Development in Webflow.
Analytics & Conversion Tracking.
Key results
Built the company’s brand and digital presence at an early stage.
The company raised $6.5M in a seed round from tier-one VC funds during this period.
2022
Soveren Hero
Logo Process
The identity mark was designed to merge engineering symbolism with brand recognition.
The brackets reference software and infrastructure.The arrow suggests movement, direction, and controlled data flow.Combined, they create a geometric “S” — directly connecting the symbol to the company name while reflecting its technical foundation.
Brand mark
Visual Identity
The visual identity extends into a structured pattern system inspired by digital glitches and masked data.
The compositions suggest partial visibility and controlled distortion — reinforcing themes of security and confidentiality.
A modular construction logic enables scalable use across web, product, and communication assets.
Typography
User Insights
Content and structure were continuously tested to better communicate the product to a B2B audience.
Using analytics tools such as Hotjar and Google Analytics, I observed user behaviour and identified friction points in how information was presented.
Based on these insights, we iteratively adjusted messaging, page structure, and calls to action to improve clarity and engagement.
Company Merch
As part of the brand system, I developed a small set of merchandise to explore how the identity behaves in physical formats.
The pieces use the modular pattern system and logo variations, demonstrating how the visual language can scale beyond digital and remain recognisable across different materials.