Sage Brand Refresh
Sage's brand refresh was designed to transform the brand to match the ambitions of the business and reflect the changing needs of small and mid-sized businesses globally.Partnering with Wolff Olins, the refresh focused on delivering simplicity and insight with a human touch to help business flow, moving away from complexity to create greater control and confidence for SMBs navigating an uncertain world.
BRAND ARCHITECTURE
New brand architecture enabled Sage to clarify its offerings and simplify how the company goes to market while setting up for growth with new offers and audiences. The refresh represented Sage's new purpose - to knock down barriers so everyone can thrive - addressing research showing 49% of SMBs were looking for companies like Sage to simplify business processes and give them greater control. This strategic foundation guided every aspect of the transformation from messaging to visual identity.
Visual Identity
The illustration and visual language underwent a remarkable transformation from an eclectic approach to a simplified, concept-driven aesthetic. We moved away from the previous "Corporate Memphis" style toward faceless, scalable characters. This new visual system was designed to inject personality and warmth into Sage's digital products while being much more manageable from technical and brand consistency perspectives.
Customer-Centric Activation
The refresh came to life through real customer experiences including Sage Membership Masterclass, new digital network services like Accounting and Compliance as a Service, and advertising campaigns featuring actual Sage customers. These initiatives demonstrated how the new brand delivers on its promise of simplicity, flow, and confidence through greater control and better insights. The focus on real-life customers and authentic stories helped establish the human connection that became central to the refreshed brand identity.