SAP Originals needed more than a visual refresh — they needed a full brand identity built from a strategic foundation, paired with creative direction and production that could bring the brand to life across every touchpoint.
Ekbar took on the complete scope: defining the brand's positioning and visual language, directing the creative execution, and producing the full suite of assets needed to launch and operate the brand at a premium level.
We started where all lasting brands start — with strategy. Before a single visual was produced, we defined SAP Originals' positioning, tone of voice, and the specific space they would own in the market. That foundation informed every creative decision that followed.
The visual identity was built to be distinctive, scalable, and ownable. Every element — from typography and colour palette to graphic language and layout principles — was designed with intention and documented into a comprehensive brand system.
Creative direction brought the brand to life in production. We oversaw every shoot and content creation moment, ensuring the visual output was consistent with the brand's character and positioned it at the level of quality the identity demanded.
The final deliverable was not just a logo — it was a complete brand operating system, ready to scale.