Sage · Dave Batt
How to approach the impossible.
At Gravity, I worked between creative and development teams to deliver digital campaigns for Sage. The work spanned multiple audience groups, including startups, small businesses, mid-market organisations, enterprise clients, and HR professionals.
This project began after Gravity secured Sage’s global digital advertising account, the largest client win in the agency’s history. The scale of the work required a more structured approach to production, with a focus on consistency, efficiency, and long-term scalability.
Client
Sage Accounting
Deliverables
Production Guides
Multi-level Campaigns
Workflow Practices
Project team
Ada Cavalmoretti
Bilyana Nikolova
Will Jane
Connor Harris
Dave Batt
Challenge
Sage did not have formal digital production guidelines in place. This led to inconsistencies across campaigns and made it difficult to scale output efficiently. As demand for assets increased across regions and formats, there was a growing risk of brand inconsistency and production bottlenecks.
The challenge was to create a system that could support a high volume of work while maintaining quality, without increasing team size or operational overhead.
Process
We introduced a set of production guidelines that established a clear framework for how digital assets should be designed and built. This covered layout, typography, animation, and tone of voice, ensuring consistency across all formats and markets.
Alongside this, we evolved the design language to align with Sage’s brand principles while making it flexible enough for efficient production within a small team. The guidelines were designed as a living document, allowing them to adapt as requirements changed.
We also reworked internal briefing documents and approval processes to improve clarity and reduce friction between departments. This helped streamline design proofs and asset production, making delivery faster and more predictable.
The team produced a wide range of outputs, including HTML5 display ads, social pre-roll animations, static assets, homepage takeovers, and email campaigns. Messaging was structured around conversion-focused funnels, guiding users through education, solution, and selection stages.
My Role
I worked as a bridge between design and development, helping translate creative concepts into scalable digital outputs. I contributed to defining production standards, improving workflows, and ensuring alignment across teams.
My role focused on bringing structure to both the creative and technical sides of delivery, while supporting teams in adopting a more efficient and consistent way of working.
Result
The introduction of a structured production system improved both consistency and efficiency across all digital campaigns. Teams were able to produce a higher volume of work while maintaining a unified brand presence.
Workflows became more streamlined, reducing internal overhead and speeding up delivery timelines. The guidelines continue to evolve, providing a scalable foundation that supports ongoing campaign development and future growth.
