top of page



The new purpose, voice, and visual identity demonstrated the new customer-centric perspective and showed the dynamic value that only SAP could deliver, making complex information easy to navigate and transforming data into insights which help businesses “Run Better.”

We continued to successfully partner with them across all touchpoints including key events, key customer channels, the annual report, collateral, mobile app and


To address the challenges they faced, we redefined its purpose, values, experience principles, rationalized its brand architecture, revitalized its visual identity and expanded its application across the customer experience. 

We started with its organizational purpose, “SAP helps our world run better in order to create enduring prosperity for people everywhere.” We then created a simpler, more compelling way to talk about SAP and make it more accessible through radical simplicity across all touchpoints. 

We updated the logo with a fresher gradient to stand up against imagery, and complemented it with a cleaner and modern visual system. We introduced brand new illustration styles and pictograms to be used for interactive experiences and infographics. 

Created brand voice and training guidelines, partnership logo guidelines, and brand architecture guidelines.


For years SAP was the market leader in ERP software and develops enterprise software to manage business operations and customer relations.

But they were facing major challenges to their brand with new entrants into their market. They were seen as cumbersome, hard to do business with and complex.

They needed a branding partner to help them become more relevant to their consumer audience. I led the creative team at Siegel+Gale through a five year relationship with SAP to regain consumer relevance.


Brand Strategy, Brand Architecture, Visual Identity System, Brand Guidelines, Subbrand Design, Event Design, Program Design, CX Design, Brand Training

— Services

Creative Director 

Siegel+Gale 2010-2015

— Role




Young Kim

Johnny Lim



Howard Belk

Ali Balfour

Brian Rafferty

bottom of page