Putting a Fresh Face on an Impersonal Industry

Project at a Glance

Sage was struggling to find a way to differentiate itself from its aggressive national competitors. As a local Portland company, it was in a prime position to personalize a famously impersonal industry. The original goal was simply to redesign the website and create business cards, but through lots of listening and conversations, we were able to help Sage completely refresh its brand and give it consistency from the website to brochures to business cards with “Sage Advice” and even designs for the delivery trucks.

  • Client

    Sage, LLC

  • Industry

    Facility Services

  • Type of Project

    Website Redesign and Print Collateral

  • Services

    Web Design & Development


    Marketing & Strategy Consulting

The Challenge

Sage, LLC needed to make a place for itself in its industry and grow a local clientele, which was proving difficult with an outdated website and inconsistent branding.

The Solution

Napkins and towels don’t usually cause a lot of excitement, but we added personality to everything to show Sage’s friendly service style from one glance at the website.

The Results

PixelSpoke used copywriting and unique illustrations to help Sage create a niche for itself in a faceless industry by creating a cohesive experience from website to delivery day that feels almost like the neighborhood milkman dropping by to say hello.

Take a look below at all the pieces that make this project shine.

Logo Cleanup

We worked within tight budget confines to make refinements to the logo without completely changing it. By cleaning up the logo but keeping the same idea, we prevented Sage from having to immediately replace expensive brand materials.

Custom Illustrations

Instead of using generic stock photography, we commissioned an illustrator to create product images and the character of “Driver Dan,” a friendly brand representative. The illustrations also allowed us to highlight Sage’s approach to business and employees without showing images of actual employees.

Copy with Personality

The copy plays a major role in portraying Sage as the friendly, local company it is. With fun additions like “Sage Advice,” the copywriting and headlines fit with the personality of the company and the lighthearted design of the website.

Print Collateral

As part of our ongoing relationship with Sage, we used the website design elements and illustrations to create printed sales collateral focused on both general audiences and a specific target audience (the food industry).

Rolling Around Town

Sage had a perfect advertising opportunity that wasn’t being utilized – delivery trucks! The cleaned up logo, fresh copy, and custom illustrations came together into eye-catching designs for the sides of the trucks, and every truck is unique. Now Sage gets the word out just by doing routine deliveries.

Hannah talking on the phone