Direction:

GovTech

When the State Becomes a Brand: How Ukrainian GovTech is Setting New Communication Standards

Publication date and time:

May 13, 2026, 16:15

Reading time:

10 min

How Ukraine managed to build such a reputation, and what lies behind the "technological state" effect recognized by the whole world today, is explored in this column by Viroslava Novosylna, CEO and Founder, and Valeriia Krutskykh, Junior Partner and PR Director of the international agency SLOVA Tech PR. This material is based on the team's accumulated experience in providing communication support for the GGTC Kyiv and Diia.Education projects initiated by the Ministry of Digital Transformation of Ukraine.

GovTech remained in the shadows for a long time associated with documentation, registries, and procedures that were hard to explain and even harder to love. But over the past few years in Ukraine, this sector has turned into one of the strongest drivers of digital culture. And while the word "governmental" once sounded like something slow, today it is about speed. As well as creativity, international recognition, and a human-centric approach.

Ukrainian GovTech has demonstrated how official services can operate using the logic of tech companies. And how government communications can be strong, agile, and creative if backed by strategy, leadership, and a team.

The Conservative Public Sector Can Look Like a Modern Startup

Just a decade ago, government communications were associated with briefings featuring templated press releases. But Ukraine has essentially dismantled this format. Take the Ministry of Digital Transformation of Ukraine as an example — today, their projects resemble Silicon Valley startups: with well-thought-out UX, strong identity, creative campaigns, a culture of openness, and most importantly, empathy in communication. The team creates government services that people actually want to use: thus, the Diia super-app became not just an application, but a modern way for the state and the citizen to interact.

Other countries have undergone similar transformations. For instance, Singapore once placed a bet on the "government as a platform" principle, creating GovTech Singapore, which launched services using startup logic — fast, experimental, and tested on real users. Estonia, with its X-Road, open standards, and public APIs, was the first to show how a state technical ecosystem could operate like an innovative private product.

Now Ukraine has effectively entered this "major league," and not least because of its own communication style. The Ministry of Digital Transformation's brand language is simple, human, and free of bureaucratic jargon. The design is recognizable and flexible, with a unified visual system for all projects: from Diia.City to Diia.Education. Thanks to this, GovTech in Ukraine has a look that inspires trust.

This transformation has been noticed abroad as well. The Financial Times, The Economist and the BBC, have written about Diia, viewing the app as a marker of change in how the state and citizens interact. And in 2024, Diia was included in TIME magazine's list of the Best Inventions of 2024.

Strong Leadership as the Core of Communications

Behind any strong communication strategy stands not only a team but also leaders who are not afraid to be public. The Ukrainian experience shows that a personal brand can amplify the state's brand just as much as a logo or a campaign.

Mykhailo Fedorov, former First Deputy Prime Minister of Ukraine, Minister of Digital Transformation, and currently Minister of Defense of Ukraine, became one of the first Ukrainian government officials to build his own communication in the style of a tech CEO: open, systematic, and focused on the user rather than the bureaucrat. His social media posts read like updates from a startup. The effect of trust was created through a simple human presence: when a minister responds on social channels faster than private brands, or shares the behind-the-scenes of launches, as was the case with the e-Vorog (e-Enemy) solution.

This leadership style is a global trend in GovTech. Former Estonian President Kersti Kaljulaid, for example, became the international voice of the digital Estonian state—she spoke about innovation simply, directly, and without fear of admitting mistakes. In Singapore, the head of the GovTech agency, Kok Ping Soon, actively used public communications to explain complex technological solutions and attract partners, much like CEOs of tech corporations do.

The example of Valeriya Ionan demonstrates the role of the personal brand of public sector leaders in building partnerships with global tech leaders. As an advisor to the Minister of Defense of Ukraine and the Ministry of Digital Transformation of Ukraine, she systematically shaped the approach to publicity, the development of educational projects, business support, and cooperation with international partners.

Ukrainian leaders are part of a global trend where publicity has become a key tool for managing trust.

From a State Platform to a Creative Brand

When a government initiative begins to be perceived as a brand, it is already a sign of a cultural shift. The case of Diia.Education is exactly such an instance. Instead of dry courses and formal tests, there are educational series, interactive simulators, "bytes," and the integration of an AI mentor and guide. The platform does not resemble a classic government resource—it is more like Netflix for upskilling, reskilling, and gaining useful digital knowledge.

The idea emerged in 2020 when the Ministry of Digital Transformation launched its digital skills development division. Back then, few believed that a state platform could compete with private educational giants. But now, it boasts over 3 million users and a stable course completion rate of over 70%. This is the result not only of the content but also of the language used to speak with the users.

The project team deliberately moved away from bureaucratic language. The brand's tone of voice matches the overall tone of the Diia ecosystem, featuring vibrant visuals, modern identity, unexpected celebrities, and light humor in communications, demonstrating that a government product can be creative and competitive.

The world noticed this — the project has already been mentioned on the global platform Apolitical. And in 2024, Diia.Education won a bronze at the Effie Awards. This is one of the most prestigious marketing awards, which annually recognizes the most effective communication campaigns that change society for the better. And, most recently, the Diia.Education project won a gold award at the international QS Reimagine Education Awards 2025, which proves the international recognition of Ukrainian EdTech.

Publicity, Security, and Crisis Management

As communications become more open, risks increase. A state that speaks directly to its citizens inevitably finds itself in the spotlight, and any mistake can instantly turn into a headline.

In the public sector, the line of publicity is particularly thin. Information attacks, fakes, and attempts to discredit state platforms are all part of reality. That is why a strategy of "silence" here is not a weakness, but a conscious part of communication policy. It is worth choosing short, clear messages over emotional comments — often, balance and a systematic approach carry more weight than the speed of reaction.

For public government communication, it is important to have not only messages but also an architecture of anti-crisis scenarios. They should be built according to the logic of technology companies, with a "Plan B" for any situation.

How Government Projects Should Communicate with International Media

Over the past four years, the global media landscape has changed, along with the very concept of international communications. Classic PR has faded into the background.

Increasingly, communications are becoming more behind-the-scenes, less public, trust is more important than a loud headline. The "off the record" format has become customary and respected: no one wants to be the source of a leak when it comes to the state or defense.

Here, responsibility works both ways. Communicating on behalf of the state, you realize the weight of every word. But international editorial boards have also become more careful — they too bear the reputational burden for their publications. A single inaccurate headline can cost the trust built over years or provoke a situation where the enemy can use the information against us.

Less is not always worse. Sometimes the correct strategy is not striving to get into all articles, but choosing one journalist with whom you can broadcast your messages accurately and thoughtfully. Today, simply generating interest from international media is not enough, it is important to understand exactly who is behind the publication, who its owners are, its editorial policy, and its influences. This determines the narrative that will ultimately be formed around the country or a specific project.

If we see even an indirect risk of external influence on the editorial board, it is better to decline such an opportunity, no matter how large the audience. For Ukraine in wartime, geopolitical vigilance is not just a precaution, but a strategic necessity that protects not only reputation but also our informational sovereignty.

However, the greatest risks are not external, but internal. Anti-crisis guidelines are the new must-have for communicators. They are distributed among all communication stakeholders, from contractors to partners and their partners. The main rule is simple: if something can get into the public space, you must be prepared for it to get there. You need to have clearly outlined instructions for internal communications, appoint responsible team members, and define the timing allocated for crisis resolution. Also, if necessary, you should have your own brand ambassadors and advocates who can provide support in external communication.

And one more reality that anyone working with international media feels acutely is time shifts. The Ukrainian team lives in a "rapid response" mode, while foreign editorial boards operate according to a different logic: approvals, fact-checking, editorial calendars, and editorial pauses. Hence the feeling that we exist in different time dimensions.

Checklist: How Not to Burn Out in Public Sector Communications

Taking into account the specifics of our agency, we have formed a short checklist regarding the specifics of how government structures communicate with their audience:

 Know when to speak and when to stay silent.

• Let the data speak — facts are more important than statements.
• Plan B: a backup communication plan for every anti-crisis scenario.
• Speak the language of the user, not the language of a decree.
• Invest in tone of voice and visual style.
• Show the team, not just the face of the leader.
• Never forget that the focus is on people, not the system.

Ukrainian GovTech has turned into a laboratory of new publicity, and its projects have shown a change in the cultural code, where the state becomes a lovemark brand with clear values and a recognizable voice.

Ukraine has set a new standard of openness and did so during the most difficult historical moment. Amid war, informational pressure, and global attention, we managed not to close ourselves off, but on the contrary — to show that transparency and flexibility can be the foundation of strength. And perhaps this is the main lesson for the world: a digital state begins not only with technologies but with people who believe it can be different.