Branding and website for Softline Computers

Softline Computers provides customized assembly services for computers, servers, and data storage systems. It is part of the international IT company Softline, a fast-growing organization with 28 years of experience, operating in around 58 countries and 95 cities worldwide.

Our task was to refresh the brand platform and company style to align with their new positioning.

The company’s audience includes both B2B and B2C clients in the gaming and cyber sports sectors.

We developed a new brand positioning for the company:

“Softline Computers: A Reliable Solution for Complex Problems”

Clients often need more than just servers and computers; they require comprehensive solutions to support challenging work processes.

Throughout development, the updated positioning and audience insights served as the foundation of the new brand identity.

At the outset of the project, Softline Computers’ corporate style closely resembled that of its parent company, Softline. Our challenge was to create a unique identity for Softline Computers by adding expressiveness while retaining a clear connection to the Softline brand. This task was complicated by the diverse interests of the B2B, B2C, and cyber sports sectors.

Collaborating with the client, we explored references and defined the design concept as a blend of technological brutalism and emotional minimalism.

Our inspiration came from images directly related to technology: mainframes, microchips, and assembly components. The precision and consistency inherent in engineering solutions captivated us, leading us to choose a grid as our base visual—evocative of a microchip layout.

We developed a brand character identifier based on this grid concept. From a single element of the trademark, we created patterns, numerals, and content containers.

To reinforce the brand’s technological and brutalist nature, we incorporated metallized cardboard into brand assets.

For the rebranding, we developed a memorable and dynamic generative pattern based on the grid, adding an emotional layer to the corporate style for B2C clients.

The pattern is adaptable and can be scaled or adjusted based on media type, suitable for both abstract graphics and specific themes. When used for business purposes, it creates a relaxed, understated appearance, but it can also be made rich and vibrant to resonate with the gaming industry.

The grid forms the foundation of the website concept, dividing the page into two distinct sections. The left side features a fixed block with a navigation tool that spans the screen, maintaining the same pattern as the company’s visual style. The right side is dynamic, displaying the user’s current location within the relevant section.

Computers’ ambitions and aligns with current market trends. While Softline Computers stands as a highly recognizable brand, it retains a strong connection to Softline.

Within the first few days of launch, users took notice of the updated website, as shown by a doubling in the average time-on-page metric. We continue to collaborate with the client to update the company’s style across all brand messaging.