Alex Carvalho
DIGITAL DESIGNER & ART DIRECTOR
ALL
ALL
Sage
Sage Brand

Rethinking financial
services

Rethink Sage beyond a classic out-of-the box Accounting software house.

THE BRIEF

Rethink Sage beyond a classic out-of-the box Accounting software house. Redesign their product offer based on the brand acquired data and customise the flows to better less proficient users (small businesses, limited companies, etc).

ABOUT THE BRAND

Sage is a British multinational enterprise software company. It is the UK's second largest technology company and is the world's third-largest supplier of enterprise resource planning software (behind Oracle and SAP), the largest supplier to small businesses, and has 6.1 million customers worldwide. It has offices in 24 countries.

SOLUTION

The project consisted in two main challenges:


1. Product design the current product offer, using sales and market data to better match the brand's goals (become a bigger player in smaller businesses). To achieve that, the whole product offer was simplified, moving away from the concept of "software boxes with optional plugins" into solution packages that matched pre-identified user profiles (freelancer, startup, etc); also, the language was simplified and made more natural, to match the new visual language...

2. Design a brand digital (and universal) UI Toolkit to be used in redesigned webpages (but also that could work for mobile apps, and other digital channels); the redesign process aimed to bring a fresh new look and feel to the brand, whilst keeping some of the original brand elements (colour, some typography); a new photography style was created using real people photos for case studies and more abstract architectural patterns for comms on the website.

Examples of architecture patterns that serve some comms modules in the page.

New product offer became simplified but dynamically joining products and plugins.

Solution Wizard allows the user to find the most suitable package with just a couple of simple questions.

Revamping other website modules for consistency and simplicity.

SKILLS USED IN THIS PROJECT
Branding
Concept & Ideation
Creative/Design Direction
Iconography
Prototyping
Visual Design