Case Study: SER Group rebrands as Doxis with Luminous

SER Group renames to Doxis with Luminous after 40 years of growth

The customer, SER Group, was a long-standing leader in enterprise content management facing a challenge of global expansion. Their market was more familiar with their product name, Doxis, than the corporate name. They engaged the vendor Luminous to help define their brand narrative and explore a potential renaming to support their growth.

Luminous conducted research to develop a new brand strategy, defining the company as "The Document Intelligence Company." The solution included renaming the master brand from SER Group to Doxis and creating a refreshed visual identity. The result was a more evocative and distinct brand that leveraged existing customer recognition. Luminous delivered a new logo and vibrant graphics while retaining the beloved mascot, Doxi.

SER Group