User Experience
User Interface
Branding and Visual Identity

Defining a new B2B cloud management platform

Bespin is a cloud service optimization platform for businesses using various cloud infrastructure and services such as Amazon Web Services (AWS), Azure, Aliyun and more. Its cloud management business focuses on simple and complete, end-to-end cloud service management, regardless of data type, server environment or service provider. With a set of potential customers waiting for a MVP beta, Bespin was much in need of great design to build and setup a great platform for its brand and user experience.

We worked with Bespin to develop a new name, brand identity and MVP product experience through a series of design sprints focused on Brand and UX. As a result of these sprints, the new Bespin brand identity system has won a prestigious Red Dot award. Additionally, the new Bespin digital platform has started to gain significant traction with their enterprise customers loving the service.

A dynamic cloud identity

The Bespin name was inspired by the name of ‘cloud city’ from Star Wars ‘Empire Strikes Back.’ We worked with the Bespin founding team to come up with this name and a relevant mark based on a cloud symbol. With this base symbol, the process of data being transferred to the cloud was expressed visually by using a single dot and a bold, solid arrow. With the complex needs and environments that Bespin’s platform needed to serve, the cloud symbol was designed to be dynamically generated reacting to these conditions.

Simplified and scalable UX

The people that would want to use Bespin’s platform were IT managers, salespeople and decision makers in a range of organizations that were spending money on using various cloud services. Viewing, managing and navigating cloud service related data is complex with a large set of unique needs and customized use cases. We approached the challenge by constantly prioritizing the most important and prominent needs and designing a system that can optimize for them. This system was designed, coded and iterated on in a modular fashion from the global navigation, UI controls to data display modules. The result was a simplified, flexible and scalable set of UI and UX patterns. This allowed Bespin to adapt and iterate on its future business and user needs across its ecosystem of applications and features.