Celonis is a global SaaS company helping enterprises understand and optimise their processes. With a bold, graphic brand built on black and white, they had always stood apart in their market. When they made the strategic shift to create a new category, Process Intelligence, they needed more than a name. They needed a visual identity that could communicate what the category meant, carry it across every touchpoint, and hold its own in a competitive enterprise landscape. We partnered with their brand team to build it.
Celonis is a global SaaS company helping enterprises understand and optimise their processes. With a bold, graphic brand built on black and white, they had always stood apart in their market. When they made the strategic shift to create a new category, Process Intelligence, they needed more than a name. They needed a visual identity that could communicate what the category meant, carry it across every touchpoint, and hold its own in a competitive enterprise landscape. We partnered with their brand team to build it.
Celonis is a global SaaS company helping enterprises understand and optimise their processes. With a bold, graphic brand built on black and white, they had always stood apart in their market. When they made the strategic shift to create a new category, Process Intelligence, they needed more than a name. They needed a visual identity that could communicate what the category meant, carry it across every touchpoint, and hold its own in a competitive enterprise landscape. We partnered with their brand team to build it.
We opened the brief across our full team of designers and creatives, from 3D artists and motion designers to creative coders and art directors, each exploring what Process Intelligence could look like as a visual concept. The range of directions was extensive as we explored different avenues and experimented with different techniques. Working in close collaboration with Celonis, we moved through the possibilities iteratively, testing each route against the category's strategic demands and the strength of the existing brand, until the right direction became clear.
We opened the brief across our full team of designers and creatives, from 3D artists and motion designers to creative coders and art directors, each exploring what Process Intelligence could look like as a visual concept. The range of directions was extensive as we explored different avenues and experimented with different techniques. Working in close collaboration with Celonis, we moved through the possibilities iteratively, testing each route against the category's strategic demands and the strength of the existing brand, until the right direction became clear.
Process Intelligence involves three main components. Data extracted from across a business's systems and applications is then transformed and enriched with unique business context to produce a living digital twin of how that business actually runs. From there, AI and teams have what they need to help businesses understand their processes, redesign them and orchestrate with optimisations and automation.
The visual identity needed to hold that story in a single image. The key visual represents all three stages: data entering the system, the transformation happening inside the platform, and optimised outputs emerging on the other side. As a still it tells the complete story. In motion, it adds depth, showing the data flowing in, the transformation in action and the outputs resolving out, in a continuous loop. The identity expanded Celonis brand world, introducing 3D and the visual dimension of AI with craft, without departing from what made the brand distinctive.
Process Intelligence involves three main components. Data extracted from across a business's systems and applications is then transformed and enriched with unique business context to produce a living digital twin of how that business actually runs. From there, AI and teams have what they need to help businesses understand their processes, redesign them and orchestrate with optimisations and automation.
The visual identity needed to hold that story in a single image. The key visual represents all three stages: data entering the system, the transformation happening inside the platform, and optimised outputs emerging on the other side. As a still it tells the complete story. In motion, it adds depth, showing the data flowing in, the transformation in action and the outputs resolving out, in a continuous loop. The identity expanded Celonis brand world, introducing 3D and the visual dimension of AI with craft, without departing from what made the brand distinctive.
With the visual identity established, we extended it into the Process Intelligence explainer film. Working in close collaboration with Celonis, we developed a video where the visual language and the narrative worked as one: the imagery expressing what the script articulated, each reinforcing the other. The result was a milestone asset for Celonis that coined Process Intelligence as a category and explained it through visual storytelling.
The film anchored Celosphere 2025, Celonis' major annual event in Munich, as the first thing attendees saw as they arrived at the venue. It also served as the introduction for the main product keynote. Its shelflife continued as it took prime space on Celonis website and cutdowns were used in campaigns.
With the visual identity established, we extended it into the Process Intelligence explainer film. Working in close collaboration with Celonis, we developed a video where the visual language and the narrative worked as one: the imagery expressing what the script articulated, each reinforcing the other. The result was a milestone asset for Celonis that coined Process Intelligence as a category and explained it through visual storytelling.
The film anchored Celosphere 2025, Celonis' major annual event in Munich, as the first thing attendees saw as they arrived at the venue. It also served as the introduction for the main product keynote. Its shelflife continued as it took prime space on Celonis website and cutdowns were used in campaigns.
The same strategic logic that underpinned the identity informed the next challenge: visualising the full Process Intelligence platform architecture. This is the concept made operational, the three-stage transformation expressed as a complete technical and visual system showing how the platform works across every layer of a business.
Working iteratively with stakeholders across Celonis, we developed a system that brought everyone into alignment without flattening the work into compromise. The architecture scales across website and presentation formats, in both graphic and 3D expressions supporting Celonis from sales enablement to keynote presentations, featured heavily at Celosphere keynote stage.
The same strategic logic that underpinned the identity informed the next challenge: visualising the full Process Intelligence platform architecture. This is the concept made operational, the three-stage transformation expressed as a complete technical and visual system showing how the platform works across every layer of a business.
Working iteratively with stakeholders across Celonis, we developed a system that brought everyone into alignment without flattening the work into compromise. The architecture scales across website and presentation formats, in both graphic and 3D expressions supporting Celonis from sales enablement to keynote presentations, featured heavily at Celosphere keynote stage.
The Process Intelligence visual identity now runs across the full Celonis ecosystem. It gives a new category a coherent, confident visual language, and it served as a foundation for Celonis to build on as the platform and the partnership continue to grow.
"Natasha, thank you and Dani. All the creating, thinking and building with you and the team was really fun and the outcome really makes me proud. On to the next ones." Jonas Rühaak, Director of Creative Production, Celonis
The Process Intelligence visual identity now runs across the full Celonis ecosystem. It gives a new category a coherent, confident visual language, and it served as a foundation for Celonis to build on as the platform and the partnership continue to grow.
"Natasha, thank you and Dani. All the creating, thinking and building with you and the team was really fun and the outcome really makes me proud. On to the next ones." Jonas Rühaak, Director of Creative Production, Celonis
