Saige came to us as a genuinely premium, British-engineered composite decking brand that had been competing in the wrong conversation. Their products — designed and manufactured from around 90% recycled materials, engineered for the British outdoors, and spanning decking, cladding, fencing, gates, balustrades, subframe systems, and fire-resistant options — were being measured against cheap imports on price per board. Within a comprehensive programme of strategic repositioning, full rebranding, and end-to-end marketing management, Saige had a brand, a website, and a market presence that finally reflected what the product actually was. This is what happens when a premium product stops apologising for its price and starts owning its quality.
Founded in 2010 and headquartered near Stratford-upon-Avon, Saige set out to reengineer outdoor flooring — bringing the look and feel of wood without its flaws and building a complete outdoor living system from the ground up. Their products are British-designed, manufactured to exacting specifications, FSC® certified, and built to outperform the rigours of the British climate. The range is comprehensive: six decking variants, three cladding profiles, four fencing options, gates, balustrades, a full aluminium subframe system, and fire-resistant solutions for balconies and roof terraces.
But the brand wasn’t communicating any of it. Saige had been drawn into competing with low-cost, low-quality composite decking brands on price — a race they were never going to win and never needed to enter. The product range was broader and more technically sophisticated than most buyers realised, but there was no brand framework to communicate that breadth, no website structured around the different audiences who needed to find them, and no marketing infrastructure to reach the architects, specifiers, installers, and merchants who were the real route to market. The brief was clear: reposition Saige as the premium engineered outdoor living brand it already was, and build the marketing engine to prove it.
We began with a comprehensive Strategic Marketing Plan, mapping the competitive landscape, defining Saige’s positioning against both budget competitors and premium alternatives, and identifying the four distinct audiences — consumers, installers, merchants, and architects and specifiers — that the brand needed to reach and speak to differently. This plan became the strategic foundation for every piece of
work that followed.
We rebranded Saige to give the business a premium look and
feel that matched the quality of its products. We developed a new strapline — Engineered for the Outdoors — that captured the brand’s core proposition in four words and created full brand guidelines covering visual identity, graphical language, tone of voice, and design system, ensuring consistency across every touchpoint from website to exhibition stand to sample packaging.
One of the most significant creative challenges was
communicating the full breadth of the product range. Saige offered far more than decking, but buyers rarely understood the complete system. We created The Saige System, an interactive animation on the website that walks visitors through each product category in sequence, showing how decking, subframes, fencing, gates, balustrades, cladding, and fire-resistant options all work together as a complete outdoor living solution. This single piece of content transformed how the brand communicated its depth and differentiation
We designed and built a brand-new website structured around both
products and applications, allowing buyers to navigate by what they want to achieve as well as what they want to buy. The site serves all four audience channels: consumers exploring options, installers looking for technical guidance, merchants seeking trade information, and architects and specifiers requiring certification and material data.
We created a dedicated specifier hub for architects and designers — a fast-
access resources containing certification documents, material specification sheets, BIM data, application notes, and CPD information. In a sector where specifiers are time-poor and precision-dependent, this hub positioned Saige as a professional, specification-ready brand that understood how the design and construction industry works.
We developed and delivered Saige’s full installer programme — creating the presentation, Q&A system, and supporting content; producing CPD courses accredited by CPD UK; and designing and printing all brochures and packaging. We attended monthly sales meetings to ensure the programme remained aligned with the business’s commercial objectives and that the installer network was equipped to sell and install the full Saige system with confidence.
We designed Saige’s exhibition stands and all merchant point-of-sale materials and merchandise — ensuring the brand showed up consistently and compellingly at trade events and in the merchant environments where buying decisions are made.
We designed and printed all sample packaging and tape packaging, as well as the promotional signage and POS used in merchant locations, ensuring that every physical touchpoint, from the sample box a homeowner receives to the signage a merchant displays, reflected the premium positioning of the brand.
We managed Saige’s advertising spend and placement in key trade publications, leveraging our relationships with industry publication editors to secure strong positioning. We wrote all editorial and advertorial copy for trade magazines—producing content that communicated Saige’s technical credentials, product
innovation, and sustainability story to the architects, specifiers, and trade professionals who read them.
Since engaging Make Me Roar on a full strategic and ongoing marketing basis, Saige has achieved:
Whether you're a UK business that needs a marketing partner to drive growth, or an overseas brand ready to take on the UK market, let's talk. We'll tell you exactly what we'd do, and why.
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