The European integrator Visual Art is rebranding its Signage Player CMS as IXM Aqua – a key step in the Vertiseit Group’s broader strategic vision for its three sub-brands.
CMS: Visual Art’s Signage Player Becomes IXM Aqua
The Swedish Vertiseit Group, continuing its international expansion in digital signage through brands Visual Art, Grassfish, and Dise, has taken another step toward a more unified brand strategy. Visual Art, acquired by Vertiseit last year, is renaming its digital signage software Signage Player to IXM Aqua—the in-store experience platform from sister company Grassfish.
Technically, the two products were already closely linked: IXM Aqua, introduced by Grassfish in the summer, was built on Signage Player and further developed within the Grassfish platform ecosystem.
“This move allows us to meet our customers’ future needs. IXM Aqua builds on Signage Player, but brings a broader set of capabilities to help retailers achieve meaningful, measurable outcomes,” says Pontus Meijer, CEO at Visual Art
The move aligns with Vertiseit’s overarching strategy. As CEO Johan Lind told invidis, the goal is to position Grassfish as the company-wide in-store experience management platform, while Visual Art focuses on its core strength: delivering turnkey digital signage solutions that help brands achieve their business objectives.
AI-powered platform for retailers
IXM Aqua is a cloud-native platform built on Microsoft Azure, designed for global retailers and brands to unify content, data, and systems, transforming digital signage into a strategic business tool.
Key benefits include seamless integration with systems such as CRM, DAM, POS, ERP, and e-commerce, alongside modular workflows scalable across markets and store formats. AI-driven content management, localization features, and campaign planning tools streamline operations and optimize results.
