March 25, 2024

12 min read

Blending Passions: Art, Tech and Cultural Diplomacy

Natalia Revoniuk
COO at ViSoft Development

Natalia Revoniuk, COO at ViSoft Development, a company providing interior design solutions globally, and Owner & CEO at its official representative office ViNR, is a true trailblazer. Balancing her time between Ukraine and the UK, Natalia manages multiple entrepreneurial roles. Additionally, she is a successful artist who seizes every opportunity to raise her voice against the war and garner support for Ukraine, often in unconventional ways. We spoke to Natalia about her involvement in various projects, the significance of cultural diplomacy, and the impact of the war on her work.


ViSoft is a tech company specializing in developing a series of products for interior design and visualization. The company manufactures software for tiles and the sanitary industry. The software is available in 19 languages and used in 87 countries worldwide.

Juggling many hats

I currently split my time between two countries because my daughter is studying in the United Kingdom. We spend the academic year there and the holidays in Ukraine. I live near Manchester, which is about a 3.5-hour drive from London. We’ve had clients in the UK for quite some time, and, naturally, my physical presence in the country has opened up new collaboration opportunities.

The specifics of the business ecosystem in the United Kingdom could indeed be the subject of a separate article. In brief, it differs significantly in terms of mentality, meeting styles, and even documentation. For example, many entrepreneurs there are not familiar with the term “force majeure” and tend to plan everything well in advance. However, as in any other country, people vary in their approaches and practices.

I firmly believe that it’s essential to highlight our culture, art, and the thriving tech sector to ensure that global awareness about Ukraine extends beyond the information about the war.

Resilience and adaptability

The onset of the war was indeed a challenging phase. In the beginning, business issues took a back seat as our primary focus shifted towards ensuring the safety of our employees and their families, extending assistance to colleagues from various cities in Ukraine, and formulating strategies to sustain our operations. We have a diverse client base, with our product being used in 87 countries worldwide. Fortunately, the majority of our clients showed understanding and support. Many even offered and provided their assistance. Some larger companies, who held numerous licenses, expressed concerns regarding our ability to maintain a stable product and online services. However, we managed to address these concerns through a series of discussions and negotiations.

At ViSoft Development Center, like many Ukrainians, we will never be the same as we once were. Our values have become more defined, our sense of unity has deepened, and our resilience and ability to make quick decisions have grown. We have demonstrated to the international community and, more importantly, to ourselves, that we can work effectively even in times of war, and we continue to maintain a leading position in interior design software. However, currently, the well-being of the individuals within our team has likely become an even higher priority.

Supporting Ukraine: dos and don’ts

I actively participate in various international events, ranging from specialized exhibitions showcasing tech products to conferences, charity exhibitions, international art fairs, auctions, and even beauty pageants. These events can also serve as platforms for promoting Ukraine and initiating international support. For example, after the Mrs Universe competition in the Philippines, we reached agreements to launch a new project supporting Ukraine with representatives from the United States, Japan, India, and Sweden. Interestingly, Mrs Universe USA holds a key position at Microsoft’s HQ, and we quickly established common ground.

The same applies to all these events – because, in reality, these events only have different names and focuses, the key factor at every event is the people who are present. It’s the individuals themselves who decide to extend their help, and afterward, they leverage their connections or affiliations with various funds. 


For instance, one of our colleagues in Germany initiated the production of beer with a label expressing support for Ukraine. One euro from each sold bottle is donated to Ukraine, and this initiative has already accumulated a significant sum. I strongly believe in regular assistance; even small contributions can have a substantial impact.

In the UK, I print postcards featuring my paintings, and they are sold at local markets alongside other Ukrainian products. In just a few months, our collective efforts enabled us to purchase and send 7 ambulances to Ukraine. At the Forum Ukraine recently held at Emily Resort near Lviv, we managed to donate 75,000 UAH to UNBROKEN in a single day from the sale of two of my paintings. There are many such stories, and I take great pride in being able to contribute to them.


As the full-scale war unfolded, our discussions naturally shifted to military and historical subjects. One topic I’m particularly passionate about is sharing insights into the Trypillia civilization, an ancient powerhouse that thrived on Ukrainian territory. Despite being one of the most advanced cultures in Europe during its time, it remains relatively obscure globally. While cultures like the Mayans, Incas, Aboriginal Australians, or ancient Egyptians receive more recognition, Ukraine’s rich history and culture deserve a spotlight. I genuinely believe that showcasing Ukraine’s historical depth, culture, and art on the global stage can cultivate strong and mutually beneficial international relationships.

Regarding the dos and don’ts, my approach is straightforward. I follow the win-win principle. Instead of solely seeking monetary support, which can be a temporary or short-lived solution, I strive to offer real value or joy to the individuals I engage with. In doing so, the act of donating becomes a source of inspiration for those providing assistance and concurrently benefits Ukraine.

How сultural diplomacy skills benefit business

My journey started the other way around – it started with the business. As I embarked on my career in tech, I started traveling extensively and engaging with various business communities around the world. This involved negotiations, attending training sessions, and, importantly, gaining practical experience in effective communication. Over time, this naturally evolved into a form of cultural diplomacy, and I found it gratifying to represent our country and share insights about it. In the past, I often found myself explaining Ukraine’s geographical location to people. Unfortunately, in recent times, Ukraine has become widely recognized due to the ongoing war. 

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However, I firmly believe that it’s essential to highlight our culture, art, and the thriving tech sector to ensure that global awareness about Ukraine extends beyond the information about the war. Interestingly, many Europeans are unaware of Ukraine’s stunning architecture, and they are genuinely impressed when they encounter the historical buildings of Lviv. Of course, I enjoy telling people about my hometown. 

My role as a COO enhances my artistic endeavours. My experience in entrepreneurship and founding my own startup, ViNR, has proven to be a significant source of strength for all my pursuits. I genuinely find each of these areas intriguing, as they each present their distinct set of challenges and growth opportunities. Frequently, while seeking solutions to issues within my startup, I discover optimization strategies that can also be applied to ViSoft Development Center. Engaging in artistic creation, on the other hand, has the unique ability to significantly expand creative thinking and the capacity to envision entirely new problem-solving approaches. Additionally, my communication skills in the business world greatly assist in effectively organizing art projects and exhibitions. In this manner, each of my areas of activity genuinely complements and enhances the others in a meaningful way.

Raising awareness on global stage

Participating in a beauty pageant was not planned. When the organizers contacted me, I initially declined. However, I later learned that it was a powerful international event that could serve as a platform for cultural diplomacy. That’s exactly what happened. We succeeded not only in promoting our culture and art but also in speaking at the forum and sharing information about the full-scale invasion. Half of the audience was in tears after our presentation. It was after this presentation that the first discussions about uniting international efforts to help Ukraine began.

During my eventful nine days in the Philippines, we organized four charitable events, hosted an official forum against violence, held a ball, and engaged in various activities with the participation of state officials. We also had a meeting with the Ukrainian consul in Manila, and most of these events were broadcasted live. Currently, we are in communication with representatives of other countries, planning our future collaborations to support Ukraine.

Engaging in artistic creation, on the other hand, has the unique ability to significantly expand creative thinking and the capacity to envision entirely new problem-solving approaches.

Art and advocacy

Receiving the title of “First Lady,” awarded once every few years, and being ranked among the top 20 most beautiful women in the world was truly an honor. I view these recognitions as additional tools for promoting Ukraine.

Combining all these aspects of my activities would not have been possible without the coordinated efforts of the entire team. Here, I can genuinely say that I am fortunate to have such wonderful people around me. Additionally, I am not alone in management; a significant portion of responsibilities falls on the CEO, and we have excellent department heads as well.


I now consider my art a separate business. Although the income from it can be quite irregular, in the case of art, income is not the primary concern. This is one of those situations where I simply cannot not do it. After 20 years of meditation and exploring the world, the sensitivity and the desire to create and share it with the world have crystallized into a powerful force. Currently, there is no permanent staff, but I regularly collaborate with various specialists in the art field, hire SMM specialists, and outsource tasks that can be delegated.

Everything in my journey happened very naturally because these things fell within the sphere of my interests and passions. I always had a desire to represent Ukraine at the highest level on international projects, extending to every detail of a performance or exhibition.

Now, the main mission, of course, is to draw attention to Ukraine and remind the international community that the war is not yet over. However, it’s not from the standpoint of “help us because we are miserable,” but rather from the perspective of “we are a strong and proud nation, and let’s fight together against evil, so that we can collaborate and create amazing projects together!”

I encourage tech specialists, especially those engaged in direct communication with foreigners, to actively promote Ukrainian culture, art, and any area of personal interest. Each one of us plays a role in cultural diplomacy and promotion of Ukraine in the world.