Project type
Design System, UI & Website Design
Design System &
Digital Campaign
Year
2025 - 2026
My role
Senior Visual Designer
Client
Cloud.com
Project overview
Reimagining the digital flagship for an enterprise technology titan.
Cloud.com needed a total transformation to properly reflect its status as the parent company of industry-defining platforms like Citrix, TIBCO, and Spotfire. We elevated the platform from a disconnected repository into a cohesive, story-led digital experience.
The brief
Reimagine Cloud.com as a unified flagship digital experience and establish a comprehensive Brand Guidelines system for Cloud Software Group. The core objective is to integrate a vast portfolio of legacy enterprise sub-brands—such as Citrix, TIBCO, and Spotfire—into a single digital ecosystem, streamline the information architecture, and position the parent company as a mission-critical powerhouse for global enterprise decision-makers.
Reimagine Cloud.com as a unified flagship digital experience and establish a comprehensive Brand Guidelines system for Cloud Software Group. The core objective is to integrate a vast portfolio of legacy enterprise sub-brands—such as Citrix, TIBCO, and Spotfire—into a single digital ecosystem, streamline the information architecture, and position the parent company as a mission-critical powerhouse for global enterprise decision-makers.
The problem
A comprehensive audit revealed an outdated visual strategy, navigation bottlenecks, and a lack of brand guidelines, leaving Cloud.com unable to reflect the scale of Cloud Software Group's interconnected ecosystem.
A comprehensive audit revealed an outdated visual strategy, navigation bottlenecks, and a lack of brand guidelines, leaving Cloud.com unable to reflect the scale of Cloud Software Group's interconnected ecosystem.
The challenge
Create a flexible visual design system and website architecture capable of unifying a complex multi-brand strategy. The new experience needed to simplify intricate enterprise offerings for executive decision-makers while projecting an authoritative, trustworthy brand presence.
Create a flexible visual design system and website architecture capable of unifying a complex multi-brand strategy. The new experience needed to simplify intricate enterprise offerings for executive decision-makers while projecting an authoritative, trustworthy brand presence.
Mapping customer friction to
discover transformative opportunities.
Mapping customer friction to
discover transformative opportunities.
Mapping customer
friction to discover
transformative opportunities.
UX/UI & Brand Audit
UX/UI & Brand Audit
Visual Friction: Over-reliance on dense dark-blue backgrounds created a heavy, dated visual feel without dynamic contrast or spatial airiness.
Lack of Brand Equity: Sub-brands (Citrix, TIBCO, Spotfire) were dropped into basic card templates without a cohesive design language connecting them to the parent brand.
Weak Narrative Architecture: Layouts relied on generic executive headshots, basic form fields, and plain text blocks, missing the opportunity to showcase innovation, scale, or customer success stories.
Visual Friction: Over-reliance on dense dark-blue backgrounds created a heavy, dated visual feel without dynamic contrast or spatial airiness.
Lack of Brand Equity: Sub-brands (Citrix, TIBCO, Spotfire) were dropped into basic card templates without a cohesive design language connecting them to the parent brand.
Weak Narrative Architecture: Layouts relied on generic executive headshots, basic form fields, and plain text blocks, missing the opportunity to showcase innovation, scale, or customer success stories.
Brand Book Audit
Brand Book Audit
Visual Monotone & Layout Limitations: High dependency on heavy cobalt blue fills and basic white slides without a dynamic graphic system to create visual interest or layout flexibility.
Photography & Asset Constraints: Guidelines strictly limited teams to stock photo repositories with basic "do's and don'ts," lacking custom art direction or modern digital design patterns.
Brand Governance Gaps: Fragmented rules around Business Unit (BU) sub-brands vs. parent brand usage created confusion across internal departments, leading to inconsistent brand touchpoints.
Visual Monotone & Layout Limitations: High dependency on heavy cobalt blue fills and basic white slides without a dynamic graphic system to create visual interest or layout flexibility.
Photography & Asset Constraints: Guidelines strictly limited teams to stock photo repositories with basic "do's and don'ts," lacking custom art direction or modern digital design patterns.
Brand Governance Gaps: Fragmented rules around Business Unit (BU) sub-brands vs. parent brand usage created confusion across internal departments, leading to inconsistent brand touchpoints.
UX/UI & Brand audit
Visual Friction: Over-reliance on dense dark-blue backgrounds created a heavy, dated visual feel without dynamic contrast or spatial airiness.
Lack of Brand Equity: Sub-brands (Citrix, TIBCO, Spotfire) were dropped into basic card templates without a cohesive design language connecting them to the parent brand.
Weak Narrative Architecture: Layouts relied on generic executive headshots, basic form fields, and plain text blocks, missing the opportunity to showcase innovation, scale, or customer success stories.
Campaign audit
Before redesigning, we audited the previous Cloud-Native New Year campaign to understand where the visual system was falling short.
Three observations shaped our next move: the palette leaned heavily on deep purple, creating a tone that felt too serious for the community it was meant to celebrate. Iconography and 3D graphics were competing rather than complementing each other, weakening the visual hierarchy. And although the campaign itself was built around celebration and play, the creative didn't reflect that spirit. Together, these findings gave us a clear brief: bring the fun back to the surface.
Competitive Analysis
To understand the competitive landscape, we audited the developer-facing experiences of Google Cloud, AWS, and Oracle Cloud Infrastructure. Two insights emerged. First, the category is saying the same thing: all three brands lead with "faster" as their core value proposition, leaving the message undifferentiated. Second, the category looks the same: Google is clean but impersonal, AWS relies on iconography to carry meaning, and OCI feels corporate and flat. What unites them — and what none of them are using well — is whitespace. Where competitors treat it as empty space, we saw it as an opportunity: room to inject personality, warmth, and a distinctly human tone into Microsoft Developer's visual language.
Crafting the
visual language
Crafting the
visual language
Crafting the
visual language
To convey a unified enterprise story across Cloud.com and its partner brands, I developed a visual system focused on three core pillars:
To convey a unified enterprise story across Cloud.com and its partner brands, I developed a visual system focused on three core pillars:
Continuity
Extended line motifs and ambient gradient paths that bridge layout sections, physically drawing connections between ecosystem offerings.
Continuity
Extended line motifs and ambient gradient paths that bridge layout sections, physically drawing connections between ecosystem offerings.
Depth & Clarity
A shift from heavy, rigid containers to luminous background gradients and elevated typography that reflect enterprise-grade reliability.
Depth & Clarity
A shift from heavy, rigid containers to luminous background gradients and elevated typography that reflect enterprise-grade reliability.
Brand Architecture
Flexible geometric line accents derived from the primary logo mark, creating a structural framework that ties sub-brands back to the parent identity.
Brand Architecture
Flexible geometric line accents derived from the primary logo mark, creating a structural framework that ties sub-brands back to the parent identity.
Building the strategy
Building the strategy
Building the strategy
Design & Navigation audit
Old website navigation
Design & Navigation audit
Old website navigation
Design & Navigation audit
Old website navigation
New
Information architecture
New
Information architecture
New
Information architecture
Putting together the new
Sitemap
Putting together the new
Sitemap
Putting together the new
Sitemap
Bridging user-centered strategy
with iterative architectural design.
Bridging user-centered strategy
with iterative architectural design.
Bridging user-centered
strategy with iterative
architectural design.
Audit &
Deconstruction
Evaluated the existing web architecture, identifying visual silos created by heavy color blocks and rigid card layouts that isolated subsidiary brands.
Audit &
Deconstruction
Evaluated the existing web architecture, identifying visual silos created by heavy color blocks and rigid card layouts that isolated subsidiary brands.
Concept &
System Definition
Established the "Interconnected Clear Sky" visual direction, translating the client's goal of enterprise unity into a core design system.
Concept &
System Definition
Established the "Interconnected Clear Sky" visual direction, translating the client's goal of enterprise unity into a core design system.
Component &
Layout Design
Extracted line geometry from the primary mark to build flexible connectors, fluid gradient overlays, and dynamic visual paths that cross section boundaries.
Component &
Layout Design
Extracted line geometry from the primary mark to build flexible connectors, fluid gradient overlays, and dynamic visual paths that cross section boundaries.
Ecosystem
Unification
Applied the unified visual language across navigation, newsroom, and legal pages to ensure brand continuity and scale.
Ecosystem
Unification
Applied the unified visual language across navigation, newsroom, and legal pages to ensure brand continuity and scale.
Crafting a modern
visual narrative for
seamless engagement.
Crafting a modern
visual narrative for
seamless engagement.
Crafting a modern
visual narrative for
seamless engagement.
To visually articulate Cloud Software Group’s role as an overarching enterprise ecosystem, I developed a design system rooted in the theme "Interconnected Clear Sky." By extracting line geometry from the core logo and pairing it with translucent, layered gradients, the UI establishes an unbroken narrative thread between sub-brands—transforming a fragmented multi-company layout into a transparent, unified digital story.
To visually articulate Cloud Software Group’s role as an overarching enterprise ecosystem, I developed a design system rooted in the theme "Interconnected Clear Sky." By extracting line geometry from the core logo and pairing it with translucent, layered gradients, the UI establishes an unbroken narrative thread between sub-brands—transforming a fragmented multi-company layout into a transparent, unified digital story.
Delivering a unified
flagship platform
that drives impact.
Delivering a unified
flagship platform
that drives impact.
The redesign successfully transformed Cloud.com into a cohesive, high-impact enterprise portal that clearly communicates the strength of its connected ecosystem. In addition to delivering the core website and updated brand guidelines, the new visual framework served as a catalyst for broader brand alignment. Its success led directly to expanded partnerships to redesign individual web properties across the parent company's portfolio—including TIBCO, Citrix, and ON EBX.
The redesign successfully transformed Cloud.com into a cohesive, high-impact enterprise portal that clearly communicates the strength of its connected ecosystem. In addition to delivering the core website and updated brand guidelines, the new visual framework served as a catalyst for broader brand alignment. Its success led directly to expanded partnerships to redesign individual web properties across the parent company's portfolio—including TIBCO, Citrix, and ON EBX.
The
The
The
Creative Director
Creative Director
Kyleene Finley
Kyleene Finley
My role:
Senior Visual Designer
My role:
Senior Visual Designer
Juliana Vallejo
Juliana Vallejo
Brand & Website Audit
Concept Development
Design System
UI & Website Design
Accessibility (WCAG)
Brand Guidelines Redesign
Brand & Website Audit
Concept Development
Design System
UI & Website Design
Accessibility (WCAG)
Brand Guidelines Redesign
Lead Designer
Lead Designer
Valeria Díaz
Valeria Díaz
Design System
UI & Website Design
Design System
UI & Website Design
Copywriters
Copywriters
Rachel Wagoner
Rachel Wagoner
Delivering a unified
flagship platform
that drives impact.
For the final work we produced the flagship 'Hello World' video suite, and social and email assets to introduce Touchcast MentorVerse—an agentic AI platform featuring interactive, multimodal video avatars. Designed a compelling story arc bridging B2B enterprise capabilities with intuitive B2C applications. The narrative successfully resonated with key strategic stakeholders and investors, contributing to Touchcast’s $500M acquisition deal with Infinite Reality.
