Anyone who rides the S-Bahn past Hackescher Markt in Berlin knows the sign: the iconic PSI walnut. Behind it stands PSI Software SE — a B2B software company building control and information systems for energy, industry, and logistics. Critical infrastructure that keeps entire sectors running. With around 2,400 employees across 17 countries, PSI has been a technology leader since 1969. When PSI approached us in early 2025 to participate in the pitch for a brand refresh, we didn't yet realize how far we'd move beyond the idea of a subtle brand update. PSI is a company in transformation — with the clear ambition to reposition itself as a challenger in the global competitive landscape. When both internal and external audiences need a new point of orientation, brand work takes on strategic significance. It's about bringing people along on the journey and giving them tools that make change tangible and actionable. Together with CEO Robert Klaffus and PSI's brand team, we translated this strategic realignment into a clear brand architecture and a contemporary corporate design. The iconic walnut was reimagined — merged with a globe and set within a precise pixel matrix, symbolizing PSI's international reach and deep process expertise. A modular lettering system and a distinctive color palette of dark grey, white, aquamarine, and lilac complete the new visual identity. PSI is one of the first brands we've built to be AI-ready from the ground up. Content structures and design assets were created so they can be meaningfully utilized by AI systems. The visual and illustration language was trained directly in Open Wonder — ensuring the new identity scales not just through human designers, but through intelligent automation. The new brand made its public debut at E-World energy & water 2026 in Essen — one of Europe's most important energy industry events. A milestone for PSI, and for us: our first comprehensive rebranding for a publicly traded company. At AN®, we understand brands as future space — consciously rooted in a company's history, yet charged with genuine anticipation for what's next.​​​​‌‍​‍​‍‌‍‌​‍‌‍‍‌‌‍‌‌‍‍‌‌‍‍​‍​‍​‍‍​‍​‍‌​‌‍​‌‌‍‍‌‍‍‌‌‌​‌‍‌​‍‍‌‍‍‌‌‍​‍​‍​‍​​‍​‍‌‍‍​‌​‍‌‍‌‌‌‍‌‍​‍​‍​‍‍​‍​‍​‍‌​‌‌​‌‌‌‌‍‌​‌‍‍‌‌‍​‍‌‍‍‌‌‍‍‌‌​‌‍‌‌‌‍‍‌‌​​‍‌‍‌‌‌‍‌​‌‍‍‌‌‌​​‍‌‍‌‌‍‌‍‌​‌‍‌‌​‌‌​​‌​‍‌‍‌‌‌​‌‍‌‌‌‍‍‌‌​‌‍​‌‌‌​‌‍‍‌‌‍‌‍‍​‍‌‍‍‌‌‍‌​​‌​‌‌‌‍‌‍​‌‌​‌​​​​​‌​‍​​‍‌​​‍​‌​‍‌‌‍‌‌​‍‌​‌​​​‌‌‍‌‌​‍​​‍‌​‍​‌‍​‌‌‍‌‌‌‍‌‍​‍‌‌‍​‍​‌​​‌‍​​‌​‌‌​​‍​‌‌‌‍​‌​‌​‌‍​‍​‌‌‌‍‌​​‍‌‌​‌‍‌‌​​‌‍‌‌​‌‌‍​‌‍​‌‌​‌‍‌‌‌‌​‌‌​‌‌‌‌‍‌​‌‍‌​‍‌​​‌‍​‌‌‌​‌‍‍​​‌‌‍‌​‌‍‌‌‌​‌‍​‌​‍‌‍‍‌‌​​‌‌​‌‍‍‌‌‍‌‍‍​‌‍​‍‌‍​‌‌​‌‍‌‌‌‌‌‌‌​‍‌‍​​‌​‍‌‌​​‍‌​‌‍‌​‌‌​‌‌‌‌‍‌​‌‍‍‌‌‍​‍‌‍‌‍‍‌‌‍‌​​‌​‌‌‌‍‌‍​‌‌​‌​​​​​‌​‍​​‍‌​​‍​‌​‍‌‌‍‌‌​‍‌​‌​​​‌‌‍‌‌​‍​​‍‌​‍​‌‍​‌‌‍‌‌‌‍‌‍​‍‌‌‍​‍​‌​​‌‍​​‌​‌‌​​‍​‌‌‌‍​‌​‌​‌‍​‍​‌‌‌‍‌​​‍‌‍‌‌​‌‍‌‌​​‌‍‌‌​‌‌‍​‌‍​‌‌​‌‍‌‌‌‌​‌‌​‌‌‌‌‍‌​‌‍‌​‍‌‍‌​​‌‍​‌‌‌​‌‍‍​​‌‌‍‌​‌‍‌‌‌​‌‍​‌​‍‌‍‍‌‌​​‌‌​‌‍‍‌‌‍‌‍‍​‍​‍‌‌