Three decades of innovation, growth, and achievements have brought us here. Since our beginning, we’ve been redefining corporate management standards, delivering cutting-edge solutions that drive efficiency and competitiveness. With a global presence and recognition from leading organizations, we’ve experienced significant growth in recent years, expanding our reach into key industries.
This evolution led to a new challenge: how to authentically and strategically express the depth of our mission? Our rebranding emerged as the answer, bridging SoftExpert’s legacy with its future. More than a visual update, this transformation reinforces our values, vision, and unwavering commitment to innovation.
Our new identity is more than just a fresh look—it reflects who we are today and where we’re headed. We’ve grown, expanded globally, and increased our impact, helping over 3,000 companies in more than 50 countries elevate their businesses. But above all, we remain driven by the same passion for innovation and excellence that got us here.
Why change?
The world is evolving fast, and so are we. We wanted a brand that truly represents our strength, adaptability, and bold vision for the future.
Beyond the visual transformation, we also reimagined how we communicate. Our goal is to be even closer to our customers, partners, and employees with an inspiring, accessible, and strategic voice. After all, SoftExpert has always been more than a technology provider—we are partners in digital transformation.
A new way to connect
The rebranding process was built on a structured approach, including in-depth interviews with key partners, market and customer research, and competitive benchmarking. These insights were essential in understanding how we are perceived in terms of reliability, collaboration, and agility.
The new identity is anchored in a contemporary design inspired by the archetype of the sage—reflecting our expertise, analytical strength, and strategic mindset.
Flaviza Righetto, our expert leading the rebranding, describes this milestone:
“This transformation represents our evolution, our innovative DNA, and our relentless pursuit of excellence. SoftExpert has always looked ahead—pioneering, bold, and visionary—and now, we are more global and future-focused than ever.”
To introduce this transformation, we launched two corporate videos. The first, an animated piece, highlights the key elements of our new visual and verbal identity. The second, a brand manifesto, authentically conveys our values and purpose, strengthening our connection with customers and partners.
Brand identity and architecture
The rebranding was driven by the pursuit of an innovative and flexible identity that reflects a company that honors tradition while embracing continuous evolution.
Our new design embodies both strength and dynamism. The hexagon, the central element of our visual identity, represents power, modularity, and seamless integration—symbolizing the essence of our all-in-one platform, which adapts to each customer’s specific needs. The fusion of hexagons in our symbol forms an upward diagonal arrow, representing growth, momentum, and the driving force behind business evolution.
The geometric typography, with softened edges, balances modernity and trustworthiness. Our color palette reinforces our connection to technology with deep blues, while secondary colors add flexibility and a contemporary feel.
Beyond visuals, our new verbal identity captures our essence and strengthens our market positioning. With an encouraging and engaging tone, our messaging inspires action, sparks curiosity, and consistently delivers fresh challenges and insights. At the same time, we maintain a confident and accessible communication style, guiding our customers with expertise. Our data-driven approach ensures credibility while keeping our messaging strategic and relatable.
What’s next?
This rebranding marks a new chapter in our journey, but our mission remains the same: empowering businesses with technology, efficiency, and innovation. We are committed to helping companies achieve excellence, optimize processes, enhance productivity, and create a lasting positive impact on society.
“We want to see our partners grow, and we drive global efforts to optimize resources and reduce waste—digitizing businesses responsibly and with a broad vision. Our slogan, ‘Take your business to the next level,’ speaks directly to this: everyone who connects with SoftExpert reaches new heights in management excellence,” concludes Corleto.
Thank you for being part of this journey with us. The future is here, and it’s SoftExpert!
