A strong brand is more than a logo or a visual style. It is how a company communicates its personality, values, and vision through every interaction. In this edition of our employee spotlight series, we sit down with Gideon Cheetham, our Graphic Designer, to explore his journey into design, his role in shaping and maintaining the Pluxbox brand identity, and the thinking behind the visuals that bring our company to life.
Can you tell us about your journey into graphic design and what ultimately led you to join Pluxbox?
“Art has always been a part of who I am. I spent a lot of time experimenting, learning on the go, and taking on different projects that helped me figure out what I actually enjoyed doing. I’ve always been drawn to how visual elements could solve real-life problems, whether that was making a piece of information easier to understand or helping a brand figure out how it wanted to be seen in the world. Through my experience in the banking industry, I’ve learnt to balance aesthetics with functionality to get the best outcome from the projects I work on.
I joined Pluxbox because I was looking for a new challenge in the tech industry. When I started looking into what the team was doing, it felt like a place where design wasn't treated as an afterthought. It was clear that creativity and practical problem-solving were at the core of how things got built here and I wanted to be a part of it. It’s been amazing working with the team and having the opportunity to help position the brand as an industry leader.”
As the person responsible for Pluxbox’s overall brand identity, how would you describe your role, and what does it take to build a visual identity that truly represents who we are as a company?
“I see my role as making sure that everything people see, feel, and experience about Pluxbox tells one clear, cohesive story. It goes beyond just making things look nice. It is about understanding who we are at our core, what we value as a business, and translating that into a visual language that communicates our purpose.
Building a visual identity that truly represents us takes three main things: deep listening and alignment, balancing personality with utility, and maintaining consistency. The process begins with truly understanding our vision, culture, and long-term goals. From there, a great identity needs to be memorable while functioning effortlessly across different platforms, from digital interfaces to physical spaces. Ultimately, our identity only works if it is applied intentionally every single time. The goal is to maintain a high visual standard across every touchpoint so that every piece of communication reinforces our brand authority and trust.”
From our website and social media to events and other communications, Pluxbox appears across many different touchpoints. How do you ensure our visual identity remains consistent while adapting to each context?
“Ensuring consistency across every touchpoint comes down to having a strong core foundation and knowing how to adapt it for different formats. I rely on a central set of brand elements: our core colours, typography, key visual motifs, and logo placement. Instead of treating these rules as fixed templates, I treat them as a flexible system. The core stays identical, but the layout and structure adapt to the platform.
Every touchpoint serves a different purpose and audience mindset. For example, on social media, visuals need to be bold, quick to digest, and scroll-stopping. For events, scale and physical impact matter most. Cross-team collaboration also plays a huge role in maintaining consistency across various touchpoints. By keeping asset libraries updated and establishing clear guidelines, everyone works from the same visual foundation, making sure our products, messaging, and visuals move in harmony across all platforms.”
A brand is often the first point of connection between a company and its audience. What do you want people to feel and understand when they encounter the Pluxbox brand, and how do you translate that into your work?
“When people encounter the Pluxbox brand, I want them to instantly feel a sense of clarity, confidence, and modern innovation. I want them to understand that we are a team that takes complex ideas and makes them feel seamless, intuitive, and human.
To evoke those feelings, the design has to be clean and clutter-free. I mainly focus on strong typography, clear visual hierarchy, and generous whitespace. Every visual element has a clear job to do, which makes our message effortless to digest. By pairing structural discipline with an approachable look and feel, every design choice reinforces the idea that Pluxbox is a reliable, cutting-edge leader in our space.”
