Seerio – a brand ready for new markets
We designed a new visual identity, website, and supported the development of the SaaS application for Seerio to strengthen trust in the product, bring clarity to its brand communication, and prepare the company for expansion into new markets in the MICE industry.
Project context
Seerio is a Polish SaaS platform for the MICE industry (formerly Demand Outlook by Z-factor). In 2024, the company faced a significant business shift: renaming the product and entering into merger talks with Germany's MICEview. It was a moment where the brand needed to keep pace with the business ambitions, not just look more modern, but build trust with a partner and maintain consistency between existing clients and a new market audience.
Demand Outlook was a data analysis and event space management tool for hotels. A product with real value for the MICE industry, operating under a name and visual identity that weren't communicating that value clearly enough.
We were brought into the project by moonite.co — the agency leading the engagement on the client side. Our scope covered the visual identity for the new name, the website, and UX/UI support for the application.
The challenge
Rebranding alongside a rename operates by different rules than designing from scratch. The new identity needed to be a clear step up from what came before — enough to raise the brand's credibility in the eyes of a potential partner in Germany, while staying continuous enough that existing clients still recognised the product they trusted.
On the UX side, the challenge was an application with a complex data structure and a varied user base. The previous interface had grown difficult to use over time: charts made it hard to read data comfortably, and many elements were inaccessible due to low contrast. Each of the 12 dashboards came in three variants to match different account types.
How we worked: Clarity
We started with an audit of a selected section of the application and a series of stakeholder workshops (3–4 sessions). The goal was to understand how different types of users worked with the product, where the critical problems were, and what needed to change first to support the client's sales goals.
From that, we built a prioritised schedule, confirmed with the client. Brand first — so the new identity could immediately support marketing and sales conversations. UX as a second track, running alongside the rollout of the branded design system, introducing improvements without disrupting the product's consistency.
What we did: Action
Visual identity for the new name
The new name “Seerio” and the brand strategy developed by Tomek Chojnacki called for a visual identity that could carry its meaning and perform in the context of an analytics product for the events industry. Seerio takes its cue from the word “seer” (someone who sees more) which directly describes the application's core function: analysing past data and forecasting trends.
The mark combines the initial "S" with two arrows visible in negative space, pointing in two directions: past and future. The symbol, enclosed in a rounded form, references the colour palette of the previous product, which mattered for continuity with existing clients.
We rounded out the identity with a typography selection (Satoshi — geometric, but with a human quality), a colour palette anchored by Seerio Blue, and guidelines for visual materials and brand narrative. The client received a complete brandbook and, after handover, was ready to apply it independently through their marketing team.
Website
With the identity closed, we designed a website built for SaaS clients in the MICE industry. It communicates the offer clearly, supports sales, and establishes awareness of the new brand — for both returning Demand Outlook clients and new audiences in the markets Seerio was entering after the merger.
UX/UI support for the application
In parallel, working alongside moonite, we led UX/UI work on the application over approximately 12 months. The previous interface had been built on older assumptions: charts made data difficult to read, element contrast was too low for a significant portion of users, and the layout wasn't scaling well with the product's growing complexity.
We started with a series of stakeholder workshops, which gave us a grounded understanding of different user groups' needs before design began. From there, we redesigned 12 dashboards — each in three variants for different account types — as well as the login and settings screens (6 screens in total). The new interface is fully accessible, clear, and lets users browse data reports comfortably.
Project results
The new visual identity and refreshed application helped Seerio secure a stronger market position at the point of merger with their business partner — enabling the product to expand into new markets and reach new audiences.
The client walked away with more than a new logo: a coherent, complete visual language that supports sales and allows the product to grow without risking confusion among existing clients. On the UX side: an application that now works as a clear analytics tool, holds up in front of new clients, and supports the business in its next phase of growth.
Your brand is facing a significant change?
Entering a new market, a merger, a rename — these are the moments when visual identity needs to keep up with business decisions, not lag behind them. Book a 30-minute call and let's see whether we're looking at a familiar situation.