Complete by SAP Concur and Amex GBT

For Complete by SAP Concur and American Express Global Business Travel, the visual identity challenge was inherently strategic: to create a brand system that could stand on its own while remaining clearly connected to the equity and credibility of both parent organizations. The goal was to resolve that tension through design — building an identity that felt distinctive without becoming disconnected, and cohesive without becoming generic.
Our solution was a modular system designed to move seamlessly between the product, stand-alone brand communications, and co-branded environments. We began by refining a colorful circle pattern, recognizing its potential as the brand’s most ownable visual asset. Through systemization, we expanded its role from a single motif into a family of applications that could frame content, create motion, guide layout, and express the layered nature of the Complete offering.
We then introduced supporting graphic elements and patterns to extend the visual language beyond the hero asset. These secondary components were designed to organize information, punctuate narratives, and increase flexibility across a broad range of communications. The color palette was restructured to work more strategically, with clearer distinctions between primary and secondary use and guidance across digital, presentation, and print contexts. This ensured consistency while allowing the system to adapt to different message types and channels.
Because the assignment was grounded in practical implementation, the identity was developed with activation in mind from the start. We applied the system across a suite of marketing templates, mobile and web UI, brochures, one-pagers, presentation decks, infographics, eBooks, social, and video assets. We launched the new Complete Visual Identity with a dedicated Brand Book site, featuring enablement resources to educate users, provide access to templates, and ensure compliance across both organizations, so that the brand comes to life consistently in SAP Concur and Amex GBT placements. See the brand book here: complete-brand-book.figma.site
The result was a stronger and more scalable brand presence for Complete: a visual language that is differentiated, cohesive, and highly usable — equipping teams with a toolkit that supports storytelling, improves consistency, and strengthens recognition across every branded interaction.