DAM & Enablement
Shopware

Shopware needed its brand infrastructure to support international growth, enterprise requirements and AI readiness. The work started with the existing materials and tools: what teams had, what was missing and what still depended on central design.

As Shopware’s Head of Brand Design, Kerstin Ludwig reviewed and consolidated the brand infrastructure, cleaned up legacy materials and defined the standards and templates needed for people to work independently. The job was to turn access to brand materials into a usable capability across the organisation and its partners.

Frontify was the infrastructure partner and became the single source of truth, connected to Sales and Tech enablement hubs with ready-to-use collateral. Guidance, assets and templates were organised around the work people needed to do. This reduced repeated requests for central fulfilment and made existing materials easier to find and reuse.

The guidelines were revamped, with gaps addressed for enterprise, regulatory and open-source contexts. Asset logic, tagging and reuse principles connected the library to practical self-service.

Clear usage principles, ownership and maintenance gave teams a way to keep the environment current as the business changed. Alignment across marketing, product, partnerships and events connected the infrastructure to delivery. Adoption tracking made it possible to see whether people were using the hubs and where the setup needed to improve.

The organised materials, templates and rules also supported Shopware’s AI-assisted creation workflows. Frontify has since extended its AI capabilities, including predictive metadata and MCP access to guidelines, assets and custom metadata management. That development gives a governed brand platform further potential as a source of context for connected AI tools.

At Shopware, asset downloads rose by 81%, external usage by 61% and guideline views by 25%. Tracking how teams and partners used the materials helped assess adoption and identify where the environment needed to improve.

The operational outcome was less ad-hoc fulfilment and a more usable brand environment. Teams and partners could work with established materials while the design team retained ownership of the standards and the system’s development.

The proven return on investment justified expanding Frontify’s use at Shopware, including moving the Tech Enablement Hub onto the same platform.