Sorensen engineering
Flynt | An ERP that knows the job
An ERP brand and digital experience
A Brand Identity and Digital Platform including Brand Strategy, UX Research, UI Design, Website Development and Identity that raised the bar for the Australian manufacturing industry.
Uncovering a meaningful difference
Sorensen Engineering tasked us with creating a separate brand for their new enterprise resource planning (ERP) software. While this sat outside their core business, our key insight was that the strength of the offer lay in the decades of real engineering experience that informed it. This led to a brand positioning of being made for manufacturers, by manufacturers – an approach that stands apart from rival offers and big software spin-offs.
Distinctive assets with an edge
Having identified the desired brand position, we created a sharp identity to match. We chose the name FLYNT to capture the feeling of a tool with a contemporary edge, supported by custom typography and guidelines. The tagline, An ERP that knows the job, speaks in deliberately straight-talking language to highlight the practical advantages of the software.
Accelerating discovery through AI
We translated deep engineering expertise into a functional digital ecosystem by utilising secure AI practices to analyse user research and stakeholder interviews. This AI-assisted workflow turned raw data into actionable insights, identifying critical friction points in existing legacy software. This ensured our UX strategy was grounded in the real-world technical requirements of local manufacturers.
Architecture that mirrors the workshop
We mapped a user journey that prioritises speed and precision above all else. The resulting system architecture mirrors physical manufacturing processes, providing a streamlined flow that feels intuitive to staff on the floor. We also provided development consultation to ensure the design systems were built for seamless integration with internal engineering teams.
High-performance industrial UI
Translating the Flynt brand required a high-contrast user interface featuring dark mode for workshop glare and light mode for office administration. The design moves away from spreadsheet-heavy legacy systems toward a contemporary aesthetic. From job-tracking to real-time inventory, the interface provides a professional foundation to make Flynt a robust product for white-labelling and resale.
AI Enhanced Marketing Website
We engineered a high-performance marketing website using a cutting-edge AI-integrated workflow. By bridging the gap between the platform’s robust UI Kit and the generative power of Figma Make, our team accelerated the design-to-development pipeline with brand precision. The result is a sleek, conversion-focused digital presence that perfectly mirrors the sophistication of the ERP software. Visit the site.
“We engaged Circul8 to collaborate with our team on the branding and design of Flynt, our end-to-end ERP platform built for manufacturers. As the creators of this software, we needed a partner who could understand not just visual design, but the complexities of our end-to-end process and backend technology and the Circul8 team really got this. They delivered a unique brand guide that is grounded, confident, and stands out in the market, which will set us up for years to come.
By understanding our business needs, the team advised on a sophisticated user interface that has significantly improved the overall user experience. Circul8’s design work was tailored to our specific needs, with close collaboration to ensure alignment with real-world scenarios and daily workflows. We’re looking forward to getting our product out into the market and continuing our collaboration with Circul8 in the future.”
Julius Sorensen Managing Director, Sorensen Engineering
