Brand Positioning
Brand Purpose
Brand Voice
Digital Media Campaign
Creative Assets

Let me add my thanks and astonishment at what’s been accomplished so quickly. It’s very inspiring, and couldn’t have happened at a better time given everything that’s going on around us.
Thank you.
— Michael Adams - CEO, Sage USA


In a world where both LGBT and senior citizens are pushed to society’s margins, SAGE—a national organization that provides advocacy and services for aging LGBT individuals—is fighting a battle against invisibility on two fronts. Known for their loving, service-oriented approach to the fight against ageism and homophobia, SAGE came to Siegelvision in search of a compelling way to communicate who they are and what they do. They needed a clarion call for their organization—one that’s impossible to ignore.


A crucial part of the LGBT community’s DNA is an ongoing struggle for equality, so we rooted our approach in this organic, activist set of values. Elder members of the LGBT community made the first real strides in the fight for civil rights, and their presence in the community is as important and vital as ever. It was in applying this grassroots movement ethos to SAGE’s efforts that we arrived at the organization’s new tagline, a tagline we could easily imagine seeing on a handmade protest sign: WE REFUSE TO BE INVISIBLE. To emphasize SAGE’s identity as loving, caring activists, we complemented this tagline with a new visual identity inspired by the DIY energy of grassroots protest movements. And, since every movement needs a flag, we added a silver stripe to the traditional rainbow flag to represent the importance of LGBT community elders.


Empowered by their positioning as a national activist organization and galvanized by the election of the current administration and its reinvigorated hostility towards the LGBT community, SAGE and Siegelvision created a print and digital campaign to raise awareness and combat attempted rollbacks of LGBT rights. When it was announced that the administration intended to exclude LGBT categories from The National Survey of Older Americans Act Participants, SAGE responded with a bold petition, and Siegelvision pushed it far and wide, urging all Americans to unite in opposition to this hostility. By the end of the campaign, signatures were up 220%. In addition, SAGE has partnered successfully with the AARP for SAGE Table, a nationwide initiative that brings together LGBT community members of all ages to break bread and forge intergenerational bonds.