Renaming SER, defining Doxis

Customers had a stronger connection to the Doxis name rather than SER Group, and the senior management team wanted to explore if it should be used as the corporate name. The business was also expanding fast into new markets globally, and it was time to invest in their brand narrative and visual identity to support their growth.

Luminous worked closely with the leadership team to unearth customer, company and competitor insights. This helped us define a clear role for the brand to play: The Document Intelligence Company. We defined the supportive narrative and messaging, emphasising the advantages that Doxis brings as a platform and as a team. Next, we renamed the master brand from SER Group to Doxis - a more evocative and distinct name that was already well recognised in the industry and among customers.

Finally, we brought the brand to life by refreshing the creative toolkit and crafting a new logo. The much-loved mascot, Doxi, remained central, while other elements evolved, including vibrant new graphics inspired by the platform’s seamless and flexible workflows.