Giving a European software leader a global platform for growth.


Thinkproject was looking to leave behind its legacy of being a small, founder-led business by clarifying its core proposition, integrating acquired companies, and creating a world-class culture. 


Streamlined brand architecture for Thinkproject

Thinkproject’s data-led solutions combined with their specialist knowledge became the foundation for our new positioning idea – “Make Intelligence Your Asset.”

Principle crafted a strongly-linked employee value proposition for Thinkproject

As a leading construction and engineering SaaS provider, offering digital solutions that enable the management of asset lifecycles to 2,750 customers and more than 250,000 users in 60+ countries, Thinkproject needed a new positioning that would resonate with all constituents and enable its growth ambitions.

We crafted a strongly-linked employee value proposition, streamlined the company’s brand architecture into coherent levels, and began the process of migrating acquired brands, transferring equity into the Thinkproject masterbrand.

Principle modernised Thinkproject

We modernised the entire brand identity and associated applications, developing a unique and expressive design language.

Developing a unique and expressive design language for Thinkproject
Principle helped Thinkproject to increase their brand and portfolio awareness

Our flexible palette of graphics, layouts and assets better reflected a transformation SaaS partner. We also developed a digitally-led launch campaign to increase brand and portfolio awareness.

The new brand was at the centre of a brand re-launch in 2021, received with much enthusiasm internally and externally. A measurement framework is in place to gauge the impact of the new brand via regular customer tracking. Thinkproject is now armed with the solid brand foundations required to further build on its success and embrace its mission.

A new brand for Thinkproject by Principle