Moving Away from AI-Generated Content, Toward Authenticity - How classix.de Got an Honest Redesign

A Hamburg-based B2B software company, a relaunch without stock photos or AI-generated content - and what really matters.

The starting point: Why classix.de needed a rethink

When Sascha Stein, Marketing Manager at classix Software GmbH in Hamburg, talks about the redesign of the company website classix.de, one term quickly comes to mind: AI-generated stock images. This refers to interchangeable, generated images and unclear structures that have become widespread on many B2B websites. For classix, things were going to be different--with Katja Nitsche from BUERO NITSCHE leading the design and Christoph Troitzsch, who is responsible for support at classix and directly oversaw the technical implementation, serving as indispensable on-site support.

How did the decision to revamp classix.de come about?

Sascha Stein: The website worked--but it wasn't convincing. We had AI-generated images, navigation that confused visitors rather than guiding them, and content that had grown without ever really being planned. My vision was clear: out of the AI slump, into an honest, structured, and visually cohesive presence. classix is a software company with real depth--the system makes companies holistically representable and complexity manageable. The website should reflect that.

What was your first impression when you saw the old classix website?

Katja Nitsche: All the pages seemed a bit undefined--just large fonts, the body text in a light gray. The site had grown over the years; you could tell.

The Right Partner: Who Is BUERO NITSCHE--and Why Katja Was Chosen

Why did you choose Katja Nitsche and BUERO NITSCHE?

Sascha Stein: Because her style is exactly what we needed. Minimalist, structured, clear. No frills. Anyone who looks at her projects sees immediately: Here is someone who doesn't design for herself, but for the client's message. That's what convinced us.

Katja, how would you introduce yourself and BUERO NITSCHE in two or three sentences--for someone who doesn't know you yet?

Katja Nitsche: Hi, I'm Katja, and I've been a web designer and developer since 2012. I build websites using WordPress or entirely in HTML/CSS/JS for a wide range of industries--from solo freelancers to law and tax firms.

Workstyle and Approach: How Katja Nitsche gets to grips with unfamiliar topics

You're not just a web designer, but also a photographer. How does your photographic eye influence your work as a designer?

Katja Nitsche: I go through each page multiple times to check whether they come together to form a cohesive whole. Of course, there are predefined basic structures and spacing guidelines. But if these don't align with the content, I make individual adjustments.

I also don't start working until I've had a lengthy conversation with the client and have some initial content. This informs my visual assessment of what suits the specific person or company. A picture emerges.

I don't have pre-made designs that I just fill with content. Every person and every company gets their own unique design.

Software is a topic that requires explanation. How did you familiarize yourself with the world of classix?

Katja Nitsche: I read through the classix product pages and tried to understand the added value these solutions offer to people and companies.

I work with software solutions myself, so thinking in this area isn't foreign to me. With websites, it's usually about presenting the offering in a clear way and guiding the right people effectively through the site to the product. Whether it's coaching, design, or software--the goal is usually the same. What makes the project exciting are the different disciplines and, above all, the people behind them.

The biggest challenge: bringing structure to complexity

What was the biggest design challenge on this project?

Katja Nitsche: Structuring the sheer volume of text!

It was great that classix was open to letting me start from scratch in my system--to figure out where the design could lead. Resetting everything to zero and then working together to see how we could rebuild the website efficiently without having to re-enter all the content.

Sascha Stein: The challenge also lay in the handover. Content that you're familiar with yourself first has to be made understandable to someone from the outside. Christoph Troitzsch played a key role in this: He knows the historically evolved site better than anyone else--and implemented Katja's change requests directly and reliably. I took care of content and structure, while Christoph handled the technical implementation. This division of labor worked well.

Collaboration on Equal Footing: How the Project Really Worked

What was it like working with classix as your local point of contact?

Katja Nitsche: I found it totally pleasant, fun, and on equal footing. The classix team is a great bunch!

What I particularly liked: Nothing was set in stone at the beginning. My responsibilities changed constantly in the first few weeks--sometimes it confused me, but in hindsight, it was exactly the right approach. At first, I was supposed to just provide design advice to classix, then completely rebuild the website in my system, until we realized that would exceed both of our time budgets. A real back-and-forth. Kind of organic.

Christoph, you implemented the technical changes directly. What was it like working with Katja from that perspective?

Christoph Troitzsch: Working with Katja was straightforward, fast, and inspiring. She brought her ideas to the table without altering classix's DNA.

Sascha, you're not just the Marketing Manager at classix--you also consult with companies on PR, social media, and marketing. How did that shape your role in this project?

Sascha Stein: It helped to know both sides. I know what a website needs to communicate--and I know what customers, editors, or partners want to see. At classix, it was important to me that the diversity of solutions--from AI-powered chat systems to warehouse management and sanctions list checks--wasn't perceived as a confusing array of offerings, but as a coherent system. Anyone advising companies on marketing and communication must be able to take this perspective from the outside. That applies here just as much as in a client project.

Sascha Stein: For me, it was the ease with which Katja approached a complex topic. When roles are clear, trust is there, and everyone is pulling in the same direction--then something is created that you can be proud of. And that's us.

Quality isn't a question of budget. What advice would you give to other web designers who want to tackle a similar project?

Katja Nitsche: I actually think it wasn't a rebrand, but a relaunch--we really changed a lot of things fundamentally. I can't give general advice: we all work in such different ways. You just have to pay attention and be engaged.

Sascha Stein: That quality isn't a question of budget, but of attitude. No AI slop. No generic stock photos. Instead, real content with real structure. Anyone selling software that promises modularity instead of monoliths should demonstrate on their website that they understand what clarity means.

Thank you very much for the interview!

Learn more about Katja Nitsche and BUERO NITSCHE at bueronitsche.de. The redesigned website of classix Software GmbH can be found at classix.de. At the time of the interview, Sascha Stein was working as Marketing Manager for classix.de and as a PR and marketing consultant for SMEs as a sole proprietor at saschastein.info.

classix Software GmbH
Oehleckerring 11 Oehleckerring 11
Hamburg 22419
Germany

https://classix.de/

Herr Sascha Stein
040530542944

sascha.stein@classix.de

The Hamburg-based company classix Software GmbH--the Software Factory--targets decision-makers, users, and developers with its products. We help build holistic, digital models of companies.

For classix, it is no longer just about developing functionality for functionality's sake. classix asks what the common ground is in order to develop apps more efficiently.

Data needs to be better understood to make AI and natural language processing usable for businesses.

The result of classix's research and development is a powerful and flexible CyberEnterprise (R) Business OS. So that IT can be deployed faster.

The most important products in our current portfolio are the GESTIN inventory software, the PYTHIA sanctions list checker, and the KLIO AI chatbot with source attribution.

classix - a class of its own.

This release was published on openPR.