SARANKCO: 'Revitalizing SAP’s global brand with a fresh, flexible, and accessible visual identity'

While intern at SARANKCO: Creative Studios, I had the incredible opportunity to work with a team of designers on refreshing the branding for SAP, the international business software company. Using their existing brand guidelines regarding colors, shape-language, and content, I was tasked with designing early illustration explorations and implementing feedback from the client directly.

Using the established SAP palette, the illustrations remained largely monochromatic blue. With blue as the main brand color, as seen in their iconic anvil logo, one of the team's requests was to explore a set of secondary colors. In rendering we explored screen-tones to keep the appearance of shading sophisticated and clean. The 45 degree screentone lines visually recalls the anvil motif.

The content of these illustrations was catered to brand values, such as collaboration, advancing technology, travel, user-experience, and diversity.

The final sequence of illustrations show a narrative, following a character through her travel and expensing. Using a single secondary color, these scenes explored different treatments for illustrating interiors, exterior landscapes, and portraits.