SAP social media style
Leading SAP's social media brand style across every line of business: customer experience, ERP, data, HR, education, partnerships and Joule.
SAP on LinkedIn today, one style across the whole business: customer service, education, cloud ERP, data sovereignty, HR, the NHL partnership, analytics, AI skills and Joule. Posts by SAP.
The challenge
SAP posts every day on LinkedIn, Instagram and more: customer experience, cloud ERP, data, HR, education, partnerships like the NHL and HPE, and products like Joule, SAP's AI copilot. With so many teams and topics, every post still had to feel unmistakably SAP and stop the scroll.
What I did
I lead SAP's social media brand style: the rules for colour, layout, typography and motion that every post follows. Deep blue and violet gradients, real people at work instead of stock abstractions, and one clear message per post. The style is built to carry any topic, so a careers post, a learning offer for students, a partnership announcement and a Joule launch all sit naturally in the same feed. I also build template systems so content teams across SAP can publish on-brand posts fast.
The result
One consistent, recognisable SAP feed across channels and topics, and templates that let content teams publish on-brand without waiting on design.
Customer experience: a real person, a deep blue field and one confident line.
Education: SAP Learning for lecturers, in the lighter violet version of the same system.
Cloud ERP: gradient panel for the message, photography for the people.
Data sovereignty: the violet accent shape frames the person and leads to the headline.
Partnerships: NHL game data for classrooms with SAP Business Builders, on the light version of the style.
SAP on Instagram: the Autonomous Enterprise campaign, the "Could you…" careers series, SAP Learning Hub, HPE | SAP and Joule Work. Many campaigns, one recognisable feed.
Joule, SAP's AI copilot, in the feed: its launch motion (by SAP) follows the same rules of gradient, real people and one line of copy.
A campaign series for the SAP Technology LinkedIn page: bold colour, real people and one clear message per post.