Sayers

Brand, Web

The new Sayers hexagon turning on a deep teal ground as the line "Built Around You" sets beside it.

Modernizing a 40-year-old brand rooted in innovation and people.

Details

Scope
Brand messaging
Logo evolution
Visual identity
Web development launch
Industry
IT consulting
The new Sayers website open on a laptop on a wooden chair, a consultant framed in the hexagon on its homepage.
Industry
IT consulting

Details

Sayers

Sayers was founded in 1984 when NFL Hall of Famer Gale Sayers began selling computer equipment door-to-door to Chicago businesses. The company had ridden every wave of technological innovation with one simple constant: their customers always came first.

When Sayers came to Marketwake, it had outgrown its current brand and visual identity. The old website was dated, tough to navigate, and did not clearly explain to visitors what the brand was uniquely good at. As a result, potential customers did not know Sayers existed or how broad its service offerings truly were. In an industry where Sayers competes with other large-scale, impersonal IT consultancies, it was time for the brand to position itself as the people-first partner.

Our goal was to give Sayers a modernized, sophisticated brand that could win CIO- and CISO-level buyers without losing the honesty, reliability, and personal care that continues to define the brand.

brand messaging

what we did

  • Messaging workshop
  • Persona creation
  • Brand positioning
  • Messaging framework

Positioning Sayers as the people‑first partner.

When NFL Hall of Famer Gale Sayers started the company in 1984, he did so with one mission: relentlessly put the customer first. Sayers has top-tier engineering talent, but relationships are always the priority. As a result, the message its new website leaned on would have to balance both value props, showcasing to potential customers that Sayers is where engineering excellence meets personalized care.

Sayers headlines scrolling past on its brand colours: “Sayers: Built Around You,” “Forget IT Consultants, We’re Your IT Partners,” “Old-Fashioned Hustle Meets Modern Innovation.”
The Sayers voice in seven words, lighting one by one on a teal gradient: knowledgeable, personal, straightforward, supportive, innovative, witty, caring.
A Sayers persona card over a portrait: primary audience, the CIO, a decision maker at an enterprise corporation.

visual identity

what we did

  • Branding
  • Photography and imagery direction
  • Brand guidelines

Establishing a clear visual identity.

Every visual element is just as important as the messaging when it comes to signaling expertise and approachability. For Sayers, that meant maintaining its green and blue color family while focusing on a more modern, exciting interpretation. People-forward photography to portray collaboration, creative graphic elements, and flexible uses of the new logo across the site helped us create a consistent look and feel.

The old Sayers logo, a cluster of blue and green petals beside the wordmark.The new Sayers logo, a teal hexagon beside the wordmark.
The new Sayers hexagon drawing itself stroke by stroke on deep green.
A phone showing the Sayers hexagon and wordmark on its teal splash screen.
The Sayers hexagon turning into place beside the wordmark on a pale grid.
A Sayers web page building itself: “From the Gridiron to the Tech Industry,” with a photograph of Gale Sayers.
The three Sayers gradients, green, blue and aqua, scrolling past as labelled swatches.
Pages of the Sayers brand book drifting past, from typography and colour to the personas.
Sayers graphic elements in use across web pages.
Abstract imagery for Sayers, green rope and cable twisting on pale teal.

web development

what we did

  • UX strategy
  • Content strategy
  • Copywriting
  • Web design
  • Development
  • HubSpot integration

A tailored website to scale Sayers' online presence.

Sayers’ website is the main vehicle that brings its new branding, messaging, logo, and visual identity together. To help visitors understand what the brand does within seconds of landing on the new site, its architecture was seamlessly built around who Sayers is and who Sayers serves. Intentional, custom animations were also implemented to give the site a modern and inviting look.

The new Sayers website on a desktop monitor by a window onto pine hills: “Build Custom-Tailored Systems.”
The Sayers services menu opening one row at a time.
Sayers’ “Thrive, Even in Adverse Markets” cards opening one after another: Consultative Approach, Best-in-Class Partners, Flexibility for Growth.
Six screens of the new Sayers website side by side, from its story to its healthcare and energy pages.
The Sayers website’s menus opening in turn, from Company to Industries.

the launch

what we did

  • Launch support
  • Photoshoot direction
  • Internal brand rollout

Taking Sayers’ new brand live.

Following the project, Sayers invited Marketwake to its biannual sales meeting in Chicago. There, we launched the site together, unveiling the new look in the same market where Gale Sayers first started the company. A rebrand only works if all parties believe in it. The ongoing relationship perfectly mirrored the positioning we built for Sayers: partnerships over simple transactions.

Two Sayers colleagues smiling over a laptop by an office window.The Sayers team at a baseball game in matching black Sayers shirts.
Sayers social posts in the new brand, from “Protect Your Business’s IT Capabilities” to “Scale Smarter With Cloud-First Strategies.”
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