A Modular Brand
Sentient, a holding company for Scorebuddy Limited and Flightbuddy Limited since its foundation in 2001
Founded in 2001, Sentient has been developing products and solutions for 18 years. Sentient is the holding company for Scorebuddy Limited and Flightbuddy Limited, both offering a Software as a Service (SaaS) platform focused on the specific needs of their sectors, customer service, and aviation. An early adopter of the SaaS model, Sentient started life as a hosted IVR service. New products and solutions emerged driven by customer need to solve business problems. Sentient is now the holding company for Scorebuddy Limited and Flightbuddy Limited, each product house offers a SaaS platform focused on the specific needs of their respective sectors, customer service and aviation. Scorebuddy was voted ‘Best New Technology 2021’ by the industry website Call Center Helper.
Brand positioning is a way of bringing Sentient corporate brand identity alongside its digital marketing to deal with major issues.
CDG was given the task of defining Sentient’s brand positioning and then bringing it to life as a distinct new corporate brand identity alongside its digital marketing. Our goal while working with Sentient was to translate their values of hard work and tradition of customer-focused care. Our main challenge was to create a clean, unique and modern image that would empathise with the core target audiences with the purpose to enhance and increase the brand experience.
A fully developed solution to enable the brand identity to be recognized.
CDG worked on every one of the brand’s touchpoints. We developed a modern, user-friendly and responsive dashboard-style website that appealed to its users. We worked with Sentient on all its printed media, including external branded Marketing material for events and all of the brand’s stationery. CDG also designed all online and offline marketing material. CDG also provided marketing solutions for Scorebuddy Limited and Flightbuddy Limited, the result was an international brand, trading in the USA, Europe, and Asia for three companies under one umbrella. Now each product house offers a SaaS platform dedicated to the needs of their respective sectors, customer service, and aviation.
Taking it up a Notch past the next level
The new identity focuses on a core key element of the business for Sentient, it looks at the service aspect – but from two different ways. The visual identity was inspired by both a modular server arrangement (representing the Saas aspect of the business) and also the customer-focused care that Sentient provides to its customers. These elements are brought together to create an abstract minimal mark.
Improving the User Experience Across the board
Here on the user experience, CDG worked greatly on the brand’s importance. For instance, CDG designed an innovative , convenient and engaging dashboard style website. Sentient worked with CDG on all of the print-based media. All the offline marketing materials were designed by CDG so as to help Sentient reach their clients with the new brand. The results were memorable transformations due to its simplicity. The website was very easy to interact with and very friendly to any smartphone or tablet. This was great to Sentient because it will bring it into the future.