Sage Automotive Interiors – Branding

Milliken & Company wanted to spin off their Automotive Division, and a group of employees jumped at the chance. This new management team devised a new vision to expand globally, but needed guidance with a new brand name, look and feel, along with a new campaign. Enter Jackson Marketing Group.

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Client

Sage Automotive Interiors, a global leader in automotive bodycloth and headliner development and manufacturing.

Challenge

Fresh after purchasing the highly successful automotive bodycloth and headliner division from Milliken, leadership was faced with tough questions that needed to be answered soon: How could they make the division more successful? What would they name the company? What was the company's look and feel and personality? And what was its strategy?

Solution

The new management group asked JMG to create a brand that would convey a more contemporary, innovative image for the newly acquired company. But first, JMG needed to build consensus and strategic direction within the new company before creating a new branding initiative. Thus, JMG conducted a series of branding and vision workshops with the management team, asking questions, then more questions, then more questions. All in an attempt to define the brand's roadmap for the future.

Execution

Within three months, Sage had official corporate and brand statements, a new brand name and corporate identity. JMG presented new brand names to management, with Sage Automotive Interiors emerging as the sure-fire winner. ("Sage" means "wisdom," which reflected upon the company's legacy of innovation and technology.) Our team also created a more contemporary look and feel, which includes a logo that presents the "A" in Sage with a road made of strands of automotive fabric that stretches into the horizon. Also, following media training, JMG managed a press conference to announce the new brand to the world.

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