SAGE
Digital branding
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2019
Brand Strategy
Stakeholder management
Marketing
Sage’s customer base consists of small, medium and enterprise-sized businesses. It was established through customer interviews that each segment required different approaches to content articulation and visual styling.
Using the existing brand guidelines as a starting point I dialed up different parts of promises and values creating 3 different routes.
| Route. | 1. Open & Vibrant | 2. Constructive & Grounded | 3. Bold & Warm |
|---|---|---|---|
Description | Positive connections are the lifeblood of growth. Working together towards a brighter future. | Lasting success comes from purposeful action. Building businesses with care and determination through our size and scale | People are at the heart of what we do. Celebrating the strength and breadth of human ambition. |
| Dials up… | • Customers first • Make a difference • Do the right thing | • Velocity • Innovate • Capacity for growth | • Capacity for growth • Customers for life • Revolutionize business |
The routes where turned into marketing pages and tested to understand the impact on credibility and desirability of the different visual treatments applied
It was clear from the results that the preferred visual treatments differed from Small to enterprise level. Taking this into consideration a new brand was developed which could articulate this new flexible approach
