Brand Pillars

This is the foundation that governs all aspects of our brand—from visual identity, messages, perceptions and implementation.


Build aims to be the definitive resource for enterprise design innovation to help an underserved enterprise IT market learn, adopt, and scale design thinking and user experience for the digital transformation.

Brand Position

Build is the only set of cloud-based tools created for SAP ecosystems and SAP project teams to design user-centered apps.

Brand Promise

Design business apps users love.


Know the user. Be the hero.
Design apps user love.

Brand Personality

A set of human characteristics that are attributed to the brand name.

Functional Benefits:
What our product does for our users

Easy: simple, organized, intuitive
Connected: encouraging, collaborative
Useful: practical, insightful, flexible

Emotional Benefits:
Attributes that connect with our users

Rewarding: The feeling of accomplishment is real and satisfying when you use Build.
Empowering: Build inspires our users to create apps in a way they never before thought possible.
Playful: Build is friendly by nature and shows through in its tone of voice and visual style.