About Software AG
Software AG is the global leader in enterprise integration technology. Their AI-enabled iPaaS platform connects applications, data, APIs, and B2B systems—helping organizations create seamless digital experiences for customers, employees, and partners.
For more than 50 years, the world’s most trusted brands have relied on Software AG to power integration at scale. With a passionate team of integration experts, they enable enterprises to run high-performing, data-driven businesses that continuously adapt and innovate.
The challenge: Adopting a new brand across a global enterprise
Rebranding a company with over five decades of history is never just a design challenge—it’s a cultural one.
Software AG’s marketing team was tasked with redefining how a legacy enterprise tech brand could look, feel, and communicate in the modern age. The goal wasn’t just to refresh visuals, but to unify teams across business units and ensure consistent brand adoption—from marketing and sales to product and engineering.
With multiple stakeholders and a complex organizational structure, aligning everyone around a single cohesive direction was a key challenge.
Our approach: Building bridges between brand and product
We embedded directly within Software AG’s marketing team—acting as a bridge between marketing, design systems, and product development.
Our process focused on collaboration, communication, and scalability:
- Co-created a modern brand vision through iterative design sessions and brand exploration workshops.
- Partnered with the product design systems team to extend the new identity into a unified digital design system.
- Collaborated with developers to implement the new system on the marketing website—enabling scalable page creation through a CRM with reusable components and templates.
This cross-functional approach ensured that the new brand wasn’t just visually appealing—it was technically sound, maintainable, and adaptable across all digital touchpoints.
The results: Unified brand, company-wide adoption
Despite initial resistance to change, the collaborative effort between the marketing and product design system teams led to a successful rollout of Software AG’s new brand identity.
The outcome was more than a refreshed look:
- A modern, trustworthy visual identity that reflected Software AG’s innovation and longevity
- Consistent brand experience across marketing, product, and internal communications
- Streamlined workflows that empowered teams to create, edit, and publish content quickly
- Faster adoption and stronger alignment across departments worldwide
This project demonstrated how a well-orchestrated internal design partnership can drive real organizational change. Beyond a new visual identity, Software AG gained a shared design language and the internal alignment needed to sustain innovation.