Kirill Filonov

Soveren

Product communication for a B2B cybersecurity startup — from no positioning to investor-ready
About
Soveren is a data security platform for real-time observability and control over sensitive data in production environments — a technical product with two very different audiences: developers and business stakeholders.
As an early-stage startup, they had no clear positioning yet and needed a brand and digital foundation that could make a complex product legible, attract early clients, and hold up in investor conversations.
Responsibilities
Information Architecture
Brand Identity Design
Website Design & Development in Webflow
Analytics & Conversion Tracking
Marketing materials & pitch deck support
Key results
10 B2B clients acquired through the website and communication materials.
Featured in TechCrunch and several industry publications.
The company raised $6.5M in a seed round from tier-one VC funds during this period.
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.
Let's work together
I work as part of product teams, collaborating closely with designers, product managers, and engineers. I'm currently open to joining an in-house team. If you have a project in mind, feel free to reach out.
hello@keereeel.me