SAP SMB Branding

Summary
I designed a new set of brand guidelines tailored for SMB (Small to mid-size business) customers, within the SAP Brand.

Goals
The goal was to make the SAP SMB brand more approachable, to help connect with SMB customers, as well as empower marketers to create better materials, quicker. Along with working within the new SAP Brand Guidelines, we also designed unique templates and materials for the three products within SAP SMB: SAP Business One, SAP ByDesign and SAP Anywhere.

Research
I collaborated with the marketing, leadership and analytics teams to get insight into how SMB (Small-Midsize Businesses) viewed SAP as a brand. I interviewed the SAP Global brand team, the SMB leadership team and interviewed customers as well as marketers who would use the design system. This was the design team's first project and the jumping off point for our internal design agency.


Right: SMB Factsheet

Outcome
We spent 3 months doing the redesign, and another 3 months of brand training for all teams. We created a basic design system by establishing guidelines, components, assets and then templates including icons, emails, presentations, posters, and webpages. We tested the use of the colors, icons and templates and reiterated based on feedback, making more changes as we went along. Ultimately, the templates were used more frequently than the generic SAP Branding templates and we received positive feedback on their use.

Additionally, this project gave visibility to our internal design agency and we worked on creating unique pieces, from email newsletters to for the SAP SMB marketing team.




Left: Flyer for SAP ByDesign