Zepuff
From idea to a global
DevOps leader
Zepuff is a Ukrainian DevOps team founded on a simple idea: making infrastructure solutions faster and more accessible. The company's philosophy is the "conveyor method" - a streamlined approach that allows specialists to work on multiple tasks in parallel, minimizing inefficiencies and optimizing time
- An idea
- The ambition to enter the international market and prove that DevOps can be simple, fast, and cost-effective
- A fully developed brand (identity, positioning)
- A clear marketing strategy
- An understanding of how to package DevOps services in a way that even non-technical clients could easily grasp
Transform zepuff from an idea into a brand, build a strategy, create a communication platform, bring the company to the international market, and secure real contracts.
Part I
We started with a strategic session to define:
- What truly sets the "conveyor method" apart from the traditional DevOps approach?
- The value proposition: what do clients gain from zepuff beyond just speed?
- The founders vision: their ambitions and target markets
Through discussions, it became clear - zepuff aimed to disrupt the traditional outsourcing model, where a single DevOps engineer juggles all tasks. Their vision was a team-based approach with highly skilled specialists, each with a clear role, saving the client time, money, and stress.
From the outset, zepuff targeted international startups that needed DevOps support "yesterday" but didn’t want to maintain a large in-house team.
- We analyzed the audience: startups and mid-sized companies from the US, Europe, and the UK
- Together, we shaped the brand’s "muse" - young tech founders looking for a fast and flexible solution while still expecting quality service and transparency
This became the foundation of the positioning: "Zepuff – your DevOps accelerator. We work in parallel, so you can launch your product faster."
From the broad idea of “we want to do DevOps,” we structured a clear service portfolio:
- DevOps consulting (strategy development, infrastructure audits)
- Full-cycle “DevOps as a Service” (CI/CD setup, Kubernetes, IaC)
- 24/7 support (monitoring, logging, backups, and security)
We conducted 20+ in-depth interviews with potential clients - startup founders and CTOs.
Key insights:
- They want fast and reliable releases without the risk of breaking production
- They value transparent pricing and a clear understanding of what they are paying for
This led to the core "conveyor method" message: minimum manual routines, maximum productive sprints, and zero wasted time on onboarding new specialists. This became the foundation of zepuff’s brand strategy.
To validate our hypotheses, we:
- Analyzed competitor approaches, focusing on traditional outsourcing companies
- Played the role of clients and asked them to "sell" us their DevOps services. We discovered that many emphasize "billable hours" or the expertise of a single engineer
- Found that the "team-based parallel approach" was rarely offered in the market
Part II
This approach:
- Differentiates zepuff from competitors using the "one DevOps does it all" model
- Demonstrates that speed + expertise = resource efficiency, faster releases, and no development bottlenecks
- Resonates with a tech-savvy audience looking for a more sophisticated approach
Through discussions, it became clear - zepuff aimed to disrupt the traditional outsourcing model, where a single DevOps engineer juggles all tasks. Their vision was a team-based approach with highly skilled specialists, each with a clear role, saving the client time, money, and stress.
The result of Brand Big Day was a brand matrix:
- Enemy: "Chaos that slows down development" (overworked DevOps engineers, slow deployments)
- Role of zepuff: "An accelerator that turns chaos into streamlined processes"
- Mission: Helping startups and fast-growing companies focus on their product instead of infrastructure problems
- Value proposition: "Pay for a fast, high-quality result, not for a DevOps engineer figuring things out"
Part III
We approached zepuff's identity not as a set of visual elements but as a way to reveal the brand’s essence. Before working on the logo or color palette, we analyzed:
- The company’s DNA (speed, innovation, simplifying complexity)
- The emotional connection with the target audience (startups, tech founders)
- The brand’s mission (making DevOps more accessible and understandable)
The result:
The identity became the backbone that unified all marketing materials - from landing pages and presentations to LinkedIn campaigns. As a result, visitors and potential partners immediately grasp what the "conveyor method" is and why they need it.
For zepuff, the website is not just a storefront but a full-fledged conversion platform designed to explain the conveyor method and the benefits of DevOps solutions within minutes. We started by strategically planning each screen and user flow:
- First encounter with the brand: a main screen with an ultra-short message that highlights the problem and presents the solution (reducing chaos in development)
- Depth of expertise: sections showcasing real tech cases, the advantages of the conveyor method, and workflow diagrams - all structured to show the path to results rather than just listing services
- Social proof: testimonials and success stories demonstrating that the team has already implemented the conveyor method in real projects
- Clear CTA: a consultation request form or a direct question like “Are you ready for the fastest releases?” wraps up the engagement journey
The result:
Visitors, regardless of their technical background, immediately understand how an optimized DevOps process works as a service, why it’s beneficial, and how to get started quickly. The website became a living embodiment of the brand identity - conveying depth and technical expertise rather than just serving as a polished façade.
- LinkedIn: target audience - technical directors, CTOs, and founders. Regular posts on DevOps trends, practical guides, and case studies
- E-mail campaigns: personalized sequences for potential clients, including a PDF explaining the conveyor method and a link to a free consultation
- Media plan: participation in podcasts and webinars, publications on platforms
Part IIII
5+ international contracts: companies from the US, Europe, and the UK signed agreements with zepuff for DevOps support
Strong brand recognition in the startup segment: zepuff gained more referrals from satisfied clients who praised the lightning-fast approach to infrastructure setup
A scalable foundation: with clear positioning and a well-defined brand, zepuff can easily attract new partners and expand its team
Time and cost savings for clients: the conveyor method proved its effectiveness - tasks are completed faster, releases happen more frequently, and pricing remains transparent
Comments from zepuff
The story of zepuff is a clear example of how an idea becomes a brand when a business truly understands its target audience and puts creativity at the core of its marketing. From business unpacking to a full-scale digital strategy:
- We developed the brand positioning and packaged the conveyor method in a way that resonates with startups and mid-size companies
- Created a distinctive identity that instantly conveys speed and efficiency
- Established a presence on international platforms (LinkedIn, industry media) and launched well-structured e-mail campaigns
The result - a successful entry into the global market with contracts that generate stable revenue and drive further brand growth
"We came to the agency with nothing but an idea. No strategy, no brand, no understanding of how to work with international clients. Today, we have 5+ contracts with global companies, and even bigger plans ahead. None of this would have been possible without a strong brand strategy."
"It's hard to believe that just a year ago, we didn’t exist in the market. Now, we are gradually transforming DevOps from a 'chaotic process' into a streamlined conveyor. A powerful visual and strategic platform is what allows us to make our mark on the global stage."