Over 1,600 specialists, more than 25 companies, and one bold move: Netpeak Group becomes FRACTAL

17 Вересня 2025

One of the most anticipated and largest rebrandings of Ukrainian IT has taken place. Netpeak Group — an ecosystem within the Kharkiv IT Cluster community with more than 25 businesses, 3 non-profit organizations, and 1600+ people — officially becomes FRACTAL.

And this is more than just a name change: it is a new philosophy of business development and scaling.

FRACTAL’s Background

19 years ago, a small agency called Netpeakappeared on the Ukrainian IT map. Over the following years, the company grew, and Netpeak Group emerged — an ecosystem of companies united by shared values and a single mission: “to move from the Third World to the First.” Today, this story enters a new phase: FRACTAL.

“Netpeak Group is the name for the umbrella brand of the group of companies that appeared in 2015. We took the name of the first company — the agency that was the first well-known brand of the group — and added the word Group,” explains Artem Borodatyuk, founder of FRACTAL, on the reasons for the renaming and rebranding. “We matured, transformed, changed, and now we enter the second decade with a new identity and new meanings, but with the same mission.”

Why FRACTAL? On the Power of Meaning

A fractal is a set that has the property of self-similarity: its parts have the same or similar structure as the whole, regardless of scale.

“If you ‘zoom in’ on a part of a fractal, it will look similar to the entire object,” adds Artem Borodatyuk. “This is the similarity between fractals and our group. Like fractals, the new businesses of the group are self-similar: they replicate special approaches to management, culture, and values, special approaches to recruitment, and then, based on this foundation, create their own sub-projects.”

The new identity was created by Ukrainian brand designer and artist Yevhen Velychev, creator of the UKRAINIAN BRAVERY branding. It combines self-similarity, order in chaos, inheritance, continuous improvement, technological approach, and mystery.

The scientific justification of the FRACTALsign and advisory support for the project were provided by:

1. Serhii Sauta, psychologist, PhD in psycholinguistics at H.S. Skovoroda Kharkiv National Pedagogical University and Chief Artificial Intelligence Officer of FRACTAL.

2. Kateryna Dyachenko, researcher of fractality, PhD in philosophy, associate professor of the Philosophy Department at H.S. Skovoroda Kharkiv National Pedagogical University.

FRACTALdemonstrates: a brand is about meaning, not just form.

FRACTAL: A New Stage of Development

In recent years, FRACTAL(ex-Netpeak Group) has grown into a large-scale ecosystem:

✔ 77% average annual revenue growth over four years
✔ Entered the top-5 most active employers in Ukrainian IT in 2025 according to DOU
✔ Since the beginning of the full-scale war, raised and transferred over UAH 200 million to humanitarian, economic, and IT support projects

We at Kharkiv IT Cluster are proud that such a company grows and develops within our community. FRACTALsets an example for other businesses: to remain true to their values, develop, and scale without losing their identity.

Artem Borodatyuk shared on his Facebook page:
“I often compare a business to a home. How you take care of your home is how you should take care of your business. When we began building the house of our group, we didn’t yet realize what it would become. But now, when each new company adopts the best achievements of mature businesses, and all are synchronized in a single ecosystem with a unified operational platform, I see clearly and distinctly that we are — FRACTAL.”

Сайт FRACTAL