Celonis
Turning a leading
tech brand into a measurable, award-winning asset
Celonis is a German tech success story: founded in Munich, it became the country’s first decacorn in 2021 with a $10B valuation.
Starting in 2023, we set out a brand roadmap to pave the way toward IPO. Partnering with Interbrand, we defined brand KPIs and valuation metrics, while launching internal programs to embed the brand more deeply across the company and strengthen its external impact.
Role of Brand
Celonis created the category of process mining, but by 2022 competitors were closing the gap. At that point, brand shifted from being a reflection of success to a driver of resilience and differentiation.
Working with Interbrand, Celonis’ brand strength was benchmarked against ISO 10668 Brand Valuation standards. Findings confirmed brand played a high role in purchase decisions and customer loyalty — reframing brand as a strategic asset to defend leadership, guide pricing, attract talent, and sustain growth as the category matured.
Recognised Industry Leader
“Celonis has a unique brand design and style with an ‘anti-corporate’ approach… Celonis users as change makers, driven to change the status quo.”
Gartner Magic Quadrant, 2024
Celonis has been named a Leader in Gartner’s Magic Quadrant for Process Mining Platforms for three consecutive years (2023–2025). In 2024 Gartner highlighted Celonis’ “anti-corporate” tone and clearer, more human marketing language — a direct outcome of the brand work embedding boldness, clarity, and consistency.
Celonis employs one of the strongest in-house creative teams in B2B tech, producing campaigns and animations that push the category forward — including the award-winning Process Confidential series.
A World-Class Creative Team
In 2024, Celonis’ comms and brand work won recognition from the German Design Council, the Art Directors Club Germany, and the Art Directors Club Europe.
An Award-Winning Brand
Celosphere is the annual user conference of Celonis, bringing together 3,000+ customers and partners. My contributions have ranged from shaping the mainstage keynote to leading floor sessions.
2024 results:
+22% external registrants YoY
+21% external attendees YoY
87% attendance rate YoY
Unforgettable Event Experiences
Heritage as a Brand Asset
Every tech company has an origin story. Celonis’ is legendary: on the brink of securing a pivotal deal, the founders’ Opel Astra broke down just short of the meeting. They got out and pushed.
At the final stop of our World Tour, we placed an identical Opel Astra on the main podium — the same stage that had previously hosted a Porsche 911. It was a simple gesture, but a powerful reminder of resilience, resourcefulness, and where the company comes from.