(01) Project Definition
ANEGIS specialises in complex ERP and CRM implementations based on Microsoft technologies. The rebranding covered strategic brand work, logo design, and a new visual identity. We co-created the brand foundation with Salesberry, combining a brand and competitor audit with insights gathered during brand discovery workshops with the ANEGIS team.
(02) Brand Discovery Workshops
The process included brand discovery workshops with ANEGIS management and employees representing different functions across the company, including those working directly with clients. We gathered and compared perspectives on how the company operates, its capabilities, culture, values, and differentiators. These structured insights formed the basis for developing the brand foundation.
(03) Tactical Analysis
The key insight was to shift the emphasis from technological expertise alone to the way ANEGIS leads implementation projects. ANEGIS structures each stage, provides direction, and helps clients navigate change.
(04) Brand Foundation
Based on these findings, together with Salesberry, we defined the brand archetype – a Guide through complex implementations. We expressed the brand essence as “Confidence in a complex process.” The tagline “Technology for Growth” positions technology as a tool for business growth. The brand foundation also covered the brand promise, values, personality, manifesto, and ANEGIS’s tone of voice.
(05) Creative Concept
We translated the strategic role of the Guide into the Guide Liner concept – a line leading through a complex system. Direction, path, trajectory, connection, and vector became the core concepts of the visual language. The letter A became the starting point for the new mark, with its geometry extending into a line, arc, compositional axis, or vector connecting elements.
(06) Implementation
In the brandbook, we combined the brand foundation with guidelines for the logo, colour palette, and typography, equipping the ANEGIS team to further develop its communication. We also extended the Guide Liner concept into generative animations created in Processing: fields and streams of arrows are made up of independent elements responding to a shared direction.
