The Google Cloud partner ushers in the next phase of its 20-year history with a brand refresh reflecting its mission to transform businesses with technology

SADA, a leading global business and technology consultancy, looks a lot different today than it did twenty years ago when it was just a newly-formed, humble family-owned IT services operation. While SADA still maintains the spirit that carried it from its scrappy origins as one of Google Cloud’s launch partners to an award-winning global partner year after year, the company is experiencing tremendous growth that’s propelling it into exciting new territory. Over the years, SADA has evolved, pivoted and expanded, growing over 65% CAGR for 15+ years and increasing headcount by over 60% this year (with expectations to increase headcount another 50-60% next year). To reflect what the brand embodies today and to capture where it’s headed, the Los Angeles-based consultancy recently unveiled a corporate brand refresh as part of a concerted effort to clearly articulate and differentiate the firm’s unique capabilities and service offerings which include enterprise consulting, cloud platform migration, custom application development, workplace transformation, cloud managed services, and change management.

The new brand identity embodies SADA’s mission to create meaningful societal and business transformation through the use of technology.

“We wanted our brand to be better aligned with SADA’s stature and growth so we determined it was time to step back and examine how we’ve changed over the years, the value we bring our clients, and our social responsibility posture,” said founder and CEO Tony Safoian. “It was vital to make sure we lay the groundwork to be a ‘forever company’ as we enter into the next phase of our 20-year history.”

SADA embarked on this brand-identity journey late last year with global branding agency, Siegel+Gale. After working together to identify the firm’s brand promise and core values, SADA landed on a simple pledge, “Together, we’re all in,” signifying SADA’s unified and collaborative approach to working with customers, partners and each other. Three key pillars serve as the foundation of how SADA interacts and delivers on its mission: Bold, Dynamic and Nonstop.

“Our pillars and pledge came easily because they represent who we already are, communicate what we stand for inside and out, and reflect our fearless approach to finding the best way forward – always,” said Narine Galstian, SADA CMO.

Capturing the idea of performance and determination, the new brand takes inspiration from the visual vocabulary of automotive brands to emphasize the company’s dynamism, technical prowess, and flawless execution.

“This rebrand was about much more than developing new logos, typography and imagery,” said Galstian. “It was about distilling our ‘brand voice.’ We want the world to know that SADA is an organization that cares about its people and the communities in which we work. We value diversity, equality and inclusion. We increase the capabilities of the people and the performance of the organizations we serve. We pride ourselves on continuous innovation, strong partnerships and service excellence.”

The new brand is sleek, modern, and confident. It’s a perfect fit for SADA, capturing the spirit of a company named the Google Cloud Global Partner of the Year for two years running, 14X-Honoree of INC5000 and CRN’s Elite 150. SADA has been recognized for the work it has done to help some of the world’s biggest brands and public sector clients get the most value out of their technology investments. SADA’s extensive client roster includes Colgate-Palmolive, DISH, TrueCar, City of Los Angeles, and Papa John’s. As a multi-year recipient of LABJ’s Best Places to Work and INC’s Best Workplaces, SADA has become a place where the world’s top cloud talent wants to work.

“Are we proud of our many business accomplishments? Absolutely. Without our focus on earning the trust of our clients, we wouldn’t have thrived for 20 years while growing year-over-year consistently,” said Safoian “But more important than the accolades is the impact that our wwork has had on our communities. Technology has the potential to make our world a better place. Our growth simply drives the mission, and that’s what we’re most proud of.”

In short, SADA has positioned itself as the go-to technology advisor and services provider in North America. With the launch of its new brand identity, the company has made it clear that it’s a force to be reckoned with, and it’s ready to boldly take on what’s next.

Visit SADA.com to learn more.

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