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From technologically minded to customer focused

London, United Kingdom

  • Brand Identity
  • Creative Platform
  • Brand Communications
  • Internal Engagement
  • Website

With over six million customers, Sage is the world’s leading supplier of business management software; catering to all aspects of business life since 1981. Over time Sage’s business strategy had shifted from eye-catching acquisitions towards favouring organic growth, which they wanted to reflect externally.

With a view to building deeper, broader customer partnerships, we worked closely with Sage to identify innovative ways to add value to individuals and their businesses. Dialogue revealed Sage’s unique capabilities to achieve customer intimacy, centring on faster response times and flexibility. This universal commitment to businesses, from start-ups to multi-national operations, became the catalyst for both operational and cultural change.

We refocused the brand around the concept of “living breathing business”, shifting the emphasis from technology service provider to committed business ally. Co-creation with Sage people unearthed a compelling visual platform, inspiring a culture dedicated to customer experience. As a result of our work together Sage also achieved “Superbrand” status, one of few UK B2B businesses to do so.


The overwhelming feedback from our people around the world is that everyone loves our new visual identity, that it is working, and what a wonderful platform it is for us.
Emma Oliver, Group Brand Manager, Sage Plc

Royal Bank of Scotland


154-160 Fleet Street
P: +44 (0)20 7689 0000
E: gary@uffindellgroup.com
New York:
One Penn Plaza
36th Floor
New York, NY 10119
P: +1 212 786 7376
E: info@uffindellgroup.com