Create an inspiring retail technology titan, where quality is everything.

Sabel partners with large and popular retail brands all across Australia, offering a wide range of technological innovations that help businesses safeguard against theft and damage of valuable goods.

Strategy, Wireframes, UX Design, UI Design, Web Development, Responsive Design, Content Management System (CMS)

The Project

Sabel is a new brand of parent company Vitag, Vitag offers retail security products to commercial, banking and telecommunications industries. While Sabel will focus on retail technology offerings and acquiring ongoing strategic partnerships.


The Objectives

Build trust with potential partners who are unfamiliar with the new brand.

Introduce the brand as technological pioneers of their industry.

Construct Sabel’s value proposition as a quality provider of retail technology.

Showcase existing client partnerships and 20 years of experience.


The Solution

Leveraging the extensive years of experience and strong client base of the parent brand Vitag to build authority and trust, as well as a user-centered digital strategy to position Sabel as an industry titan in retail security and technology.


The New Brand

Defining the digital experience of the new brand involved looking at the Sabel’s values and aspirations. Sabel strives to be an innovator and technological leader of their field so research was on brands that were doing that well and what could be learnt and carried over.


Digital Strategy

Before any design, a bespoke digital strategy is defined, in the case of Sabel, the strategy focused on research, competitor analysis, user personas, wireframes, moodboards and creative direction. This helps better guide the brand for a stronger digital outcome.


What we discovered

During the strategy, we identified a lot of opportunities in the industry that weren’t being taken advantage of, most competitors did not invest much into their digital experiences in terms of design, animation and overall user experience. This presented Sabel a rich opportunity to stand apart from the crowd as a technological leader.

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