Rebrand, Digital, Iconography, Illustration, Motion

I led the evolution of SAP’s visual identity system while at Siegel+Gale New York. The engagement encompassed a deep analysis of SAP’s then-current visual system followed by a strategic re-imagining of the brand. The final visual language builds on the brand’s primary color, SAP Gold, as a symbol of light and energy. More practically, the system includes a modular illustration system, enhanced photography, and friendlier typography—all of which energize the brand and position SAP as a relentless innovator. / Sadly, the visual identity remains unused despite receiving a Clio Award for a derivation of the illustration system. / Credits — Creative Director: Bret Hansen / Designer: Tyler Bensten

This painting inspired the entire system.