Development of a Brand and Communications Strategy for the Rebranding of a B2B Software in the Non-Profit Sector.

Linear Software has been a market leader for over 30 years in Vereins- and Verbandsverwaltung in the German-speaking region — with 60,000 installations and a customer base that values reliability over hype. We are making a targeted rebranding: showcasing proven values, building a new visual system, and gradually introducing our customers to responsible AI usage. SEO/SEA and WordPress development are already taken care of — we are looking for the creative-strategic head in between.

Tasks

• Development of brand core, tone of voice, and messaging architecture (how do we communicate 30 years of experience modernly? how do we talk about AI?)
• Revision of tone and visual language — consistently across website, product surface, and customer communication
• Creation of a new style guide for website and product: colors, typography, spacing, components, image world, iconographyDevelopment of a communications strategy for a traditional, technology-skeptical target group (volunteers, association executives, treasurers)
• Design brief and handover documentation for our web developer
• If necessary, creation of initial communication materials: website texts, newsletters, one-pagers

Qualification

• Demonstrated experience with B2B software rebranding or comparable conservative target groups
• Style guide experience is absolutely required — with a demonstrable portfolioStrong in brand strategy and visual implementation (strategic head, not just designer)
• Able to think consistently about image language and tone across website and product surface
• Familiarity with the non-profit, social economy, or association field in Germany
• Experience in communicating AI features to non-technical target groups

Benefits

• Meaningful project with genuine societal relevance — our software supports 60,000 associations and the voluntary sector in Germany
• Direct collaboration with management, short decision-making paths
• Remote-friendly, flexible coordinationClear deliverables, no agency overhead
• Possibility of long-term cooperation at good fit

No agency output, no generic corporate design, no KI startup aesthetics. We are looking for someone who understands that trust grows slowly with our target group — and can shape communication that respects this.

Please attach a portfolio with at least one example from the B2B or non-profit sector, ideally including a style guide or brand documentation.

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