“Our new brand feels absolutely right”

Background

Movement Software, formerly known as Progrits, is a software group that develops and acquires software and SaaS companies across Northern Europe. The group owns and builds business-critical software within three key areas: vehicle-related digital solutions, transportation and logistics, and public mobility. Together, these solutions keep people, goods, and information moving efficiently.

Founded in 2011, the group today consists of around 20 portfolio companies and approximately 340 employees. Growth comes through both acquisitions and the continued development of existing businesses, supported by active ownership and an entrepreneurial mindset.

Per Stenman, CMO at Movement Software, is responsible for the group’s overall marketing, positioning, and brand development. He also supports leadership teams and commercial functions across the portfolio companies.
– We need to communicate clearly with several audiences at once. That includes companies considering joining the group, future employees, and potential customers of our portfolio companies. To do that successfully, we have to be very clear about who we are and what we stand for.

As the organization expanded, managing marketing activities and creative production became increasingly challenging.
– We had a small in-house team supporting the companies as best they could, but the model wasn’t scalable. The businesses that demanded the most attention naturally received the most support, and as we grew, it became harder to stay close to each company’s needs.

“The biggest value was gaining access to specialist expertise across every area while working with a project manager who genuinely understood our business.”

Per Stenman
CMO, Movement Software

Solution

Per Stenman first came across Klingit through LinkedIn while searching for an external partner. The goal was to find both the capacity and specialist expertise needed to execute a comprehensive rebranding project, covering everything from a new company name and messaging platform to visual identity and website development.
– We needed both quality and speed. We wanted a partner who could help us move faster while also bringing the expertise required to make the right decisions.

The project began with the development of a messaging platform designed to define the company’s positioning and communication. The process challenged the team to think deeply about how they wanted to describe the business and its future direction.
– Klingit challenged us in all the right ways, particularly during the messaging work. That was exactly what we needed. Their digital way of working also made the entire process much more structured and transparent.

Per Stenman also highlights the collaboration with Klingit’s project manager and specialists as a key contributor to the project’s success.
– The communication was focused, feedback came quickly, and the level of engagement remained high throughout the process. At the same time, the collaboration felt open, straightforward, and easy to work with.

Result

The result is Movement Software, a new brand that brings together the entire group under a shared identity while creating greater clarity for customers, employees, and future acquisition targets. The transformation involved significant decisions and extensive internal discussions, particularly because the Progrits name had been established since the company’s founding.
– Rebranding an established company is an emotional process. We spent a lot of time discussing different alternatives and perspectives along the way. But now, when we look at the new website and visual identity, it feels exactly right.

The response from both internal and external stakeholders has been overwhelmingly positive.
– We’ve received fantastic feedback. Unsurprisingly, several companies within the group are now interested in making similar investments. The project has sparked a lot of engagement around marketing and brand development.

Per Stenman also sees considerable value in working with a single partner that can combine strategic guidance with specialist expertise across multiple disciplines.
– To build a truly great website, we first needed to establish the brand, visual identity, and messaging platform. Having one partner capable of taking responsibility for the entire journey made a huge difference.

Looking ahead, Movement Software expects to continue relying on external specialist expertise as the organization evolves.
– Whenever we need deep expertise or want to make larger strategic investments, Klingit will be a natural partner for both us and our portfolio companies.