Introduction

The Software Partner Products (SPP) rebranding was a full-scale transformation of the company’s visual identity and brand expression. I led the entire process - from defining the strategic direction to designing a unified visual system. The previous visual system lacked coherence: the old logo did not communicate the company’s core values or emotions, felt outdated, and didn’t reflect the modern technological solutions SPP delivers as a software house. The aim was to create a modern identity that matches SPP’s capabilities and ambitions.

Discovery & Brand Strategy

Through internal workshops and early discovery sessions, we identified that SPP’s core message should center around professionalism, technical expertise, and strategic partnership - balanced with approachability and a close, supportive relationship with clients. SPP positions itself as a technology consultant with a business mindset: a strategic partner that combines deep technical knowledge with real business understanding. Instead of long recruitment cycles, the company offers ready, reliable teams that act as a “technical department on demand,” bringing stability, predictability, and expert-level delivery while remaining agile and flexible.

Visual Identity & Implementation

From these insights I developed a cohesive visual identity. The core of the system is a new logo that reflects the brand’s technological character and industry focus. Its smooth transitions between elements reference agile ways of working and the company’s speed and adaptability. The form itself is anchored in a square structure inspired by pixels - the building blocks of digital products - while the shapes within the logo subtly echo coding brackets, creating a direct connection to the world of software. This makes the symbol far more aligned with what SPP actually does, turning it into a meaningful carrier of associations rather than a neutral mark.

I also created a complete design system: color palette, typography, and usage guidelines, ensuring consistent and professional communication across all digital touchpoints.