Sagentia

Client
Sagentia is a technology company that provides product, service and technology development. Its parent Sagentia Group manages a portfolio of venturing investments, licenses technologies, and incubates ‘spin out’ technology innovation through its investment business Chord Capital.

Business focus
Previously named The Generics Group, with a consulting business called Scientific Generics, the company wanted to reinvigorate its brand, improve its profile and grow business in its core markets.

Our solution
Our research showed that the business challenge was to reposition the technology consulting business from being a mid-value technology-led offer to a higher-value professional consultancy offer, and to clarify the relationship between the different businesses in the Group. Our inclusive ‘inside-out’ approach to developing the brand strategy resulted in a new brand positioning that truly reflects how the company works and behaves with its clients, and forms the basis of the new brand identity and creative expression.

• We mapped and segmented the competitive set and marketplace.
• We led research with internal stakeholders, shareholders and clients in UK, Europe and US.
• UffindellWest facilitated workshops with a broad cross-section of employees on brand positioning and developed authoritative positioning territory.
• New brand proposition ‘Collective Technology Wisdom’ articulates how the company works and behaves with clients: high performance teams working in multi-disciplinary ways to deliver fast, effective innovation.
• Defined new brand architecture to clarify the relationship between the three Group companies, separating the professional services business from the company’s IP and venturing interests.
• We created new naming to embody the brand positionings for the technology consulting business, Group (Sagentia) and IP ventures (Chord Capital).
• We developed the strapline ‘Many minds make bright work’ to communicate what the business believes in and the value it delivers to clients.

Results

• Sagentia has a brand strategy and naming for its consulting business that reposition it as a high-value professional consultancy offer, enabling it to achieve higher margins.
• New brand architecture enables Group and the two operating businesses to address their different audiences with separate offers.
• Employees fully engaged in the new brand, due to involvement throughout the strategic development.

Client
Sagentia is a technology company that provides product, service and technology development. Its parent Sagentia Group manages a portfolio of venturing investments, licenses technologies, and incubates ‘spin out’ technology innovation through its investment business Chord Capital.

Business focus
Previously named The Generics Group the company wanted to reinvigorate its brand, improve its profile and grow business in its core markets.

Our solution
The creative challenge was to bring the new brand strategy for Sagentia to life through our creative expression, to support the re-positioning of the technical consultancy business as a high-value professional services offer.

The creative platform includes a series of abstract ‘fractal’ images, representing the original solutions Sagentia develops for its clients, used with portrait and reportage photography to show the diversity of talented people at Sagentia, and how they work.

All Sagentia marketing communications were redeveloped in the new look and tone of voice, for the internal and external brand launch. The new Sagentia Group brand, and Chord Capital brand for the IP ventures business, were also launched at the same time.

• Designed new brand marks for the three Group companies and visual territories that include typographic style, photography and graphics.
• Developed key messages and tone of voice for communications.
• Creative expression works with the external strapline 'many minds make bright work'.
• Implemented brand across many touch points internally and externally including internal communications, literature, presentations, website and environmental signage.
• Produced brand guidelines for each Group company.
• Launch planning for newly named and branded Sagentia business.
• Consultancy for ongoing internal and external communications and advertising.
• Ongoing brand guardianship to establish and protect brand integrity.

Results

• New name, identity and creative expression for Sagentia technical consultancy help to reposition the business as high-value professional consultancy.
• Chord capital IP ventures business is now visually distinct from Sagentia, to address investors and City audiences.
• Brand templates and guidelines created for each brand, to safeguard brand integrity across all communications.

Client
Sagentia is a technology company that provides product, service and technology development. Its parent Sagentia Group manages a portfolio of venturing investments, licenses technologies, and incubates ‘spin out’ technology innovation through its investment business Chord Capital.

Business focus
Previously named The Generics Group, with a consulting business called Scientific Generics, the company wanted to reinvigorate its brand, improve its profile and grow business in its core markets.

Our solution
Given Sagentia’s business culture of innovative and independent thinking, we felt the brand solution would come from an ‘inside out’ approach, involving people from all areas of the business in each stage. This approach resulted in a brand positioning that was developed collaboratively, that revealed the essence of the culture. An internal communications programme ensured high levels of employee awareness and buy-in for the new brand.

• Workshops with a cross-section of employees internationally to develop potential brand territories.
• Collaboration and consultation with employees throughout the brand development programme.
• Brand proposition 'Collective Technology Wisdom' shows how the company works with clients: high performance teams take a multi-disciplinary approach to deliver fast, effective innovation.
• Brand proposition and creative solution were culture-checked for fit to Europe, USA and Asia.
• Internal engagement pre-launch included training brand champions to run workshops for all employees on behaviour change.
• Brand mantra created – a highly motivating visual movie using brand graphics and key messages.
• Internal pre-launch communications campaign including brand book, posters, screensavers, newsletter.
• The brand launch ‘experience’ included UK and international workshops, and fully branded environments, including hanging banners, signage, product displays.
• A post-launch internal communications campaign for year one is in progress.
  

Results

• The new brand positioning we developed using the ‘inside out’ approach truly reflects the unique culture in Sagentia.
• Employees are fully engaged through the inclusive brand development process, resulting in strong buy-in at launch.
• An internal communications campaign pre-and post-launch has created pride and a sense of ownership.