EP3. Air Cloud: From Technology to Brand – Sharing Our Brand Guide

Hello, this is Yoona from AIEEV PEOPLE!In this article, I’d like to share how AIEEV has more systematically defined its Brand Experience (BX), and how we’ve woven it into the Air Cloud customer experience.

Until now, AIEEV has grown primarily based on its technological strength. However, in the B2B market, actual customer decision-making is not driven solely by performance metrics.

• Who created this service?

• Is it a trustworthy company?

• Does it deliver a message tailored to my situation?

  
  

These kinds of “non-technical trust factors” are at the core of purchase conversion. Therefore, B2B branding is not just about logos or colors, but about designing every touchpoint a customer encounters to form a consistent experience—what we call a BX (Brand Experience) strategy.I hope this article will be useful to those who are thinking about B2B branding, and will also help customers better understand AIEEV.

“The technology is excellent, so why don’t customers immediately understand the service?”

Air Cloud clearly has strengths in auto-scaling, cost efficiency, and speed. Yet customers didn’t immediately grasp these benefits—because the very concept of a “distributed GPU cloud” felt unfamiliar and even unsettling. So, we reviewed documents, the website, the service UI, and diagnosed the following problems:

• Product names and UI text were overly function-centered, requiring customers to interpret information.

• Messaging lacked consistency across channels—owned media, product pages, PR materials, proposals—resulting in fragmented tone and design.
  

Ultimately, we confirmed that technical capability does not automatically translate into trust.BX bridges this gap and becomes the first gateway for customers to understand and trust AIEEV.

The three most important principles of a B2B BX strategy are:

1. Consistency

   • Every touchpoint (website, sales deck, UI, PR) must maintain the same tone.

   • If consistency breaks, customers think: “This company isn’t fully put together yet.”

2. Differentiation

   • Unique messaging and design that set us apart from competitors.

   • In standardized fields like cloud and infrastructure, visual and linguistic differentiation is what strengthens trust.

3. Trust

   • Benchmark metrics, customer case studies, transparent processes.

   • “Our technology is faster” is weaker than “Customer A reduced costs by ~%.”
     

1. Redefining Direction: Vision · Mission · Strategy

AIEEV isn’t simply solving the problem of renting out GPU resources.We aim to change a reality where high costs and complex infrastructure make it difficult to even begin AI experiments. That’s why we define ourselves as “an infrastructure company that gives everyone equal access to AI opportunities.”

[MISSION] AI Equality, Everyone’s Value (AIEEV

[VISION] To enable anyone to easily experiment and grow with AI,we provide distributed GPU infrastructure that is faster, more flexible, and more affordable. World’s Most Efficient AI Cloud Platform Company.

Based on this, AIEEV strives to be more than a tech company—an impactful company:

• An efficient company that lowers cost barriers

• An innovative company challenging data-center dependency with distributed resources

• An inclusive company opening AI benefits to everyone

Core keywords: Innovation, Equality, Sustainability

During beta testing, we interviewed diverse real users—developers, startup founders, PMs—and designed the BX strategy around “what emotion to shape at which moment of the customer journey.” This allowed Air Cloud to position itself as an AI infrastructure where anyone can start quickly and easily, even without a DevOps team.

• Tone of language: clear, simple sentences anyone can understand; focus on problem-solving rather than technical explanation.

• UX copy: action-oriented prompts instead of descriptive function labels.

  • “Model deployment feature” → “Deploy your model in one click.”

• Verb-driven phrasing: “Set up,” “Deploy,” etc. to guide user actions.

BX principles derived from this:

• Innovative & Creative – testing first, pioneering unexplored paths

• Flexible & Expandable – agility and scalability fitting distributed infrastructure

• Reliable & Possible – trustworthy and accessible to anyone

2. Establishing a Design System

The BX strategy was translated into design guidelines as follows:

AIEEV BX Values

• Innovative & Creative

• Flexible & Expandable

• Reliable & Possible

Brand Tone & Mood

We visualized the BX concept by setting colors and moods that best expressed our brand philosophy of “infinite scalability.”

• Main Color: Phlox

  • A bold choice of a pink hue, rare in cloud/infrastructure companies.

  • Expresses AIEEV’s creative and daring brand attitude.

• Sub Colors: Veronica, Grape

  • Inspired by the cosmic imagery of “infinite scalability,” these purple tones emphasize technological imagination and future orientation.

• Accent Color: Dark Blue

  • Balances bright, vivid tones with a sense of trust and stability.

  • Reduces visual fatigue while conveying technical reliability.

• Background: Neutral tones

  • Black-based backgrounds reflect the solidity and focus of infrastructure services, while making main colors stand out more vividly.

Fonts, button styles, and CTA placements were also unified under BX principles, ensuring a seamless “transparent experience structure.”

3. Creating an Integrated Brand Guide

Brand experience weakens when each team member interprets it differently. To make BX strategy visible and standardized, AIEEV created a Brand Guideline document.

• Provides a reference so anyone can deliver messages with the same tone and language

• Helps new hires and external partners quickly understand AIEEV’s brand philosophy

• Ensures all deliverables—product updates, IR decks, sales materials—link together as “one brand experience”

• Will continue to evolve with business growth and change

  
  

4. Website Renewal

We restructured our website to embed AIEEV’s core values and brand messages, so that visitors can easily grasp our service direction and philosophy.

✅ Key actions:

• Reorganized content structure – reordered website sections into user-centric information architecture for better flow and understanding.

• Aligned tone & manner – unified fonts, colors, spacing, and imagery in line with BX guidelines.

• Improved UI text – replaced technical jargon with user-friendly language. refined Korean/English phrasing.

• Simplified CTA flow – optimized button placement and wording for natural user actions

👉 Curious about the rebranded website? Visit AIEEV’s homepage

5. Branding is our shared philosophy

The greatest lesson from this BX project: Branding is not the output of designers or marketers—it’s an operational principle that must be shared across the entire organization.

• Internal consistency → External trust When internal teams communicate with the same language and visuals, customers experience an unwavering message. Branding is both a tool for internal alignment and the first gateway to customer trust.

• It must be a “living philosophy” Guidelines have no power if they exist only on paper. They must be applied to every launch, investor deck, sales pitch, and more.

• Branding participation = stronger ownership When team members join the branding process, they recognize that their code, documents, and sales pitches are all part of the brand experience. This fosters stronger organizational culture and accountability.

We will continue building on this shared language to enrich AIEEV’s unique brand experience.