Forget beige buttons and endless manuals. We injected humanity into SAP and sparked a design revolution

A strategic change in what the SAP brand would mean, how we work, and how we present ourselves to the world. Moving away from “legacy” as the company had been known and is about to become something new, led by design with a modern concept. Business by Design is the concept that expresses the unique way in which stories are told, and it is important to the strategy of SAP.

Partnering and collaborating with both internal and external creative teams, I was able to play a pivotal role in driving conceptual innovation and pushing the design envelope forward.

Our collaborative efforts extended beyond mere visuals; they resonated in the very essence of the brand, creating a cohesive and compelling narrative that left a lasting impression. This journey wasn't just about design; it was about orchestrating a symphony of creative designers towards the end goal.

In collaboration with the SAP Marekting team, Design system team, Andrew Smith, and Sarankco (external partner)

The primary hurdle was the lack of recognition of the SAP anvil's shape. Brand recognition was very low and, perceived as very outdated.

Shapes serve as the foundational elements in visual perception, forming the basis for our cognitive recognition of a brand even before we consciously acknowledge it.

This is an execution leaning into SAP’s most iconic shape, its anvil. The idea here is to use the iconic shape in a format that constantly and consistently reinforces how SAP is a part of everyday life. Visible, yet not forced in.

Present, integrated and connected to the human experience.

Create a system that allows the SAP Marketing team as well as the designers to adapt content to different experiences and platforms — while still being recognizably SAP.

Recognizing the dynamic shift in the digital landscape and the increasing importance of user-centric experiences, we aimed to infuse the brand with a fresh, modern identity that resonates with people on a deeper level. At the heart of this evolution was the conscious decision to place humans at the center of our designs.

This journey wasn't just about a visual facelift; it was a strategic commitment to prioritizing the human element in design, ensuring that SAP's brand not only reflects technological prowess but also a genuine understanding of and connection with its users.

This rebrand is a testament to SAP's commitment to staying at the forefront of technological advancements, maintaining relevance in the dynamic business landscape, and reinforcing its position as a leader in the industry.

We intentionally created a bond from the user-friendly rounded high touch product world to the more flexible, angled material IRL. The pictograms are deeply rooted in the SAP design foundation. They adhere to stylistic conventions that convey profound metaphors through minimalist line art. Every symbol is intentionally crafted to seamlessly complement the design language, creating a harmonious visual experience.

The SAP visual language rejuvenation marks a milestone in the complete reinvention of the entire company. This transformation has birthed a modern approach to enterprise software, propelling SAP into the future with confidence and adaptability. SAP is without a doubt now ready for the challenges and innovations that will shape the next 70 years of our journey.