The Client
Saadian is a SaaS company specialising in law enforcement and corrections technology. Their flagship product, Saadian PINS, is used by over 95% of UK police forces to transform prison and jail data into actionable intelligence. With early traction in the US, they approached LOCOMOTIVE to help align their brand, website, and messaging with their international growth ambitions.
Client:
Saadian
Industry:
SaaS
Solutions:
Strategy
Brand & Design
Website
Content
The Challenge
Despite strong UK leadership, Saadian’s branding and digital presence didn’t reflect their credibility or growth potential, especially in the US. Their visual identity was outdated, messaging was fragmented, and the website wasn’t optimised for performance, conversion, or localisation.
To succeed, we would need to:
Delivered a new visual identity to modernise the brand and build global credibility
Developed personas for UK and US audiences including sheriffs, analysts, and jail admins
Created tailored messaging frameworks aligned to local market dynamics
Built a custom WordPress website designed for speed, clarity, and conversion
Localised tone, imagery, and language for both UK and US audiences
Integrated multiple content formats: blogs, demo CTAs, video, and case studies
Implemented technical SEO for improved search visibility across both regions
Launched SEO-rich content aligned with high-intent law enforcement topics
Ran LinkedIn ad campaigns targeting key states: California, Texas, Florida
Delivered supporting offline assets: brochures, animations, event materials
Maintained Saadian’s dominant UK presence with updated thought leadership content
Focused on upsell opportunities and platform innovation through feature-led campaigns
The Outcome
The rebrand and market activation strategy delivered tangible results across both regions, laying the foundation for Saadian’s continued international growth.
Launched a cohesive brand identity aligned with both UK and US growth
Built a localised, SEO-optimised website that supports sales and lead generation
Gained traction in US law enforcement through paid and organic campaigns
Continued to build on UK market leadership with updated content and strategy
What The Client Said
“Partnering with LOCOMOTIVE was instrumental in transforming our brand and messaging for the U.S. market. Their strategic approach helped us align with key U.S. law enforcement personas, positioning us to scale effectively and hit our ambitious growth targets.”
Cliodhna McGuirk, CEO, Saadian
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