Apigee

Sonoa Systems, a manufacturer of API management appliances, was looking to expand its software offerings for developers. It decided to create a new sub-brand named Apigee. I designed Apigee's identity, marketing materials, and API tooling.

Apigee

Sonoa Systems, a manufacturer of API management appliances, was looking to expand its software offerings for developers. It decided to create a new sub-brand named Apigee. I designed Apigee's identity, marketing materials, and API tooling.

1. Context

[↓] Every successful company starts with an insight. Apigee's leadership recognized that REST APIs were going to change how software was built and managed. My job was to create an identity it could grow into.

2. Site Architecture

[↓] When helping a company understand what it wants to make, it's important to quickly generate pictures that can get everyone on the same page. The site architecture illustrated below made it easier to understand how the product would be structured at a 10,000 foot level.

3. Wireframes

[↓] These wireframes were part of an exploration around the future of Apigee as a hub for developers to discover and use APIs across a wide variety of services. I illustrated each piece of content to a high level of detail so that the concepts would be easy to understand and the vision would feel within our reach.

4. Brand + Messaging Design

[↓] The Apigee brand needed to be friendly and instantly recognizable. VAG Rounded was chosen for the logo and the color palette would help the company stand out in a competitive market. Much of the early design work for the company involved helping the company tell a compelling story about the API revolution and why Apigee was needed.

5. Marketing Site Designs

[↓] The website would be the first introduction customers and the market would have to the company. We aimed for a simple, clean presentation that the company could grow into as its offerings evolved and matured.

6. Developer Product Designs

[↓] One of the big points of differentiation for Apigee was the tooling it offered to companies to encourage developer adoption. These developer-focused API tools were designed and launched over the course of three months. Apigee's API console -- one of the first of its kind -- was adopted by Twitter, Facebook, and Netflix.

7. Apigee Goes Public

[↓] Apigee went public April 24, 2015 -- one of the proudest moments of my professional life.

1. Context

Every successful company starts with an insight. Apigee's leadership recognized that REST APIs were going to change how software was built and managed. My job was to create an identity it could grow into.

2. Site Architecture

When helping a company understand what it wants to make, it's important to quickly generate pictures that can get everyone on the same page. The site architecture illustrated below made it easier to understand how the product would be structured at a 10,000 foot level.

3. Wireframes

These wireframes were part of an exploration around the future of Apigee as a hub for developers to discover and use APIs across a wide variety of services. I illustrated each piece of content to a high level of detail so that the concepts would be easy to understand and the vision would feel within our reach.

4. Brand + Messaging Design

The Apigee brand needed to be friendly and instantly recognizable. VAG Rounded was chosen for the logo and the color palette would help the company stand out in a competitive market. Much of the early design work for the company involved helping the company tell a compelling story about the API revolution and why Apigee was needed.

5. Marketing Site Designs

The website would be the first introduction customers and the market would have to the company. We aimed for a simple, clean presentation that the company could grow into as its offerings evolved and matured.

6. Developer Product Designs

One of the big points of differentiation for Apigee was the tooling it offered to companies to encourage developer adoption. These developer-focused API tools were designed and launched over the course of three months. Apigee's API console -- one of the first of its kind -- was adopted by Twitter, Facebook, and Netflix.

7. Apigee Goes Public

Apigee went public April 24, 2015 -- one of the proudest moments of my professional life.

1. Context

Every successful company starts with an insight. Apigee's leadership recognized that REST APIs were going to change how software was built and managed. My job was to create an identity it could grow into.

2. Site Architecture

When helping a company understand what it wants to make, it's important to quickly generate pictures that can get everyone on the same page. The site architecture illustrated below made it easier to understand how the product would be structured at a 10,000 foot level.

3. Wireframes

These wireframes were part of an exploration around the future of Apigee as a hub for developers to discover and use APIs across a wide variety of services. I illustrated each piece of content to a high level of detail so that the concepts would be easy to understand and the vision would feel within our reach.

4. Brand + Messaging Design

The Apigee brand needed to be friendly and instantly recognizable. VAG Rounded was chosen for the logo and the color palette would help the company stand out in a competitive market. Much of the early design work for the company involved helping the company tell a compelling story about the API revolution and why Apigee was needed..

5. Marketing Site Designs

The website would be the first introduction customers and the market would have to the company. We aimed for a simple, clean presentation that the company could grow into as its offerings evolved and matured.

6. Developer Product Designs

One of the big points of differentiation for Apigee was the tooling it offered to companies to encourage developer adoption. These developer-focused API tools were designed and launched over the course of three months. Apigee's API console -- one of the first of its kind -- was adopted by Twitter, Facebook, and Netflix.

7. Apigee Goes Public

Apigee went public April 24, 2015 -- one of the proudest moments of my professional life.

8. Impact + Takeaways

Apigee's identity was so well-received by customers and investors, Sonoa decided to become Apigee. Following the rebrand, Apigee enjoyed a ten-fold increase in revenue and became a recognized leader in API management. The company went public in 2015, was acquired by Google in 2016, and became part of Google Cloud.

  • One of the key challenges for this project was to take an unknown and esoteric technology and make it easy to understand for customers and investors. Doing this well required very deep collaboration with executive company stakeholders.
  • So much of working in an emerging technology space comes down to taking leaps of imagination and then learning quickly by doing.
  • This required designing at multiple levels of altitude. Some designs had to articulate a bigger vision worth believing in, while others needed to be just-in-time to keep the engineering machine ticking along.

8. Impact + Takeaways

Apigee's identity was so well-received by customers and investors, Sonoa decided to become Apigee. Following the rebrand, Apigee enjoyed a ten-fold increase in revenue and became a recognized leader in API management. The company went public in 2015, was acquired by Google in 2016, and became part of Google Cloud.

  • One of the key challenges for this project was to take an unknown and esoteric technology and make it easy to understand for customers and investors. Doing this well required very deep collaboration with executive company stakeholders.
  • So much of working in an emerging technology space comes down to taking leaps of imagination and then learning quickly by doing.
  • This required designing at multiple levels of altitude. Some designs had to articulate a bigger vision worth believing in, while others needed to be just-in-time to keep the engineering machine ticking along.

8. Impact + Takeaways

Apigee's identity was so well-received by customers and investors, Sonoa decided to become Apigee. Following the rebrand, Apigee enjoyed a ten-fold increase in revenue and became a recognized leader in API management. The company went public in 2015, was acquired by Google in 2016, and became part of Google Cloud.

  • One of the key challenges for this project was to take an unknown and esoteric technology and make it easy to understand for customers and investors. Doing this well required very deep collaboration with executive company stakeholders.
  • So much of working in an emerging technology space comes down to taking leaps of imagination and then learning quickly by doing.
  • This required designing at multiple levels of altitude. Some designs had to articulate a bigger vision worth believing in, while others needed to be just-in-time to keep the engineering machine ticking along.

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© Jess Ruefli 2025