Yes we’ve rebranded! So the first thing to say is welcome to our new look, and this our new website. For those clients who we’ve been working with for a decade or more and happily there are a number, the name Sanders will be a familiar one. Our consultancy was initially established in 1991 by Julian Sanders and was named Sanders Design Associates. In 2004 we moved into our purpose designed studio space and this along with the development of the business prompted us to consider how we wished to present ourselves as we continued to grow, and so Studio sda was created. The aim of the re brand was to create a name that was representative of our growing team of designers across a broadening range of disciplines. Over time the name was abbreviated and we were typically referred to by the majority of our clients as SDA. However, the abbreviation, which is clearly an evolution of our original identity, has not always been the easiest acronym to impart to people particularly over the telephone due to its phonetic ambiguity. We consistently debated the effectiveness of our brand communication after providing our contact details to a new contact via phone as “S for Sugar, D for dog, A for apple! But we all draw the line when being referred to by a client as studio SAD!!!!! Sanders felt like the obvious choice to everyone in the studio. Retrospectively it’s arguable that we miss judged the equity in the name Sanders, for a broad number of reasons. Not only has Julian worked in design both practicing and teaching in Universities for almost thirty years, but he’s grown and purposely evolved the company into a multi disciplined consultancy that as we enter 2011 will celebrate it’s 20th birthday! Although we’ve grown in numbers since our humble beginnings we consider ourselves to offer a personal and professional service of the highest quality, whether our client be a start up company, or a multi national organisation. We believe that Sanders offers us a name that represents the personal face to face way we do business, and of course we invite you in to come and put a face to a name, whilst at the same time meet the dedicated and hard working team that have created such a strong portfolio of work. Matthew Blofeld Product Design Director
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