As SEI has grown over the years, we recognized our brand needed to keep pace with the dynamic and ever-expanding scope of our work. Our journey began with a realization: while our expertise is vast, our external identity hadn’t evolved alongside us. We needed a brand that could embody not only our skills but also the spirit of our diverse, driven consultants. This insight inspired us to embark on a branding journey, with Matchstic and Terra by our side to bring our vision to life.
Our collaborative efforts with these agencies were not simply about updating our style but transforming the way we communicate our core values. Together, we set out to refine our brand — a brand as vibrant and adaptable as the consultants who represent SEI every day.
To create a brand identity that mirrored the sophistication and substance of our consulting approach, Matchstic guided us through a series of in-depth interviews with SEI stakeholders, key team members, and even some of our clients. Through these conversations, they gained a profound understanding of both our strengths and our limitations.
Building a Brand of Substance with Matchstic
To create a brand identity that mirrored the sophistication and substance of our consulting approach, Matchstic guided us through a series of in-depth interviews with SEI stakeholders, key team members, and even some of our clients. Through these conversations, they gained a profound understanding of both our strengths and our limitations.
Matchstic’s discovery phase also included a thoughtful look at the competitive landscape, revealing common design choices within the industry, like blue tones and stock imagery, that many companies lean toward. With these insights, they set out to shape a brand identity for SEI that would feel distinct and authentic to our values, one that truly represented the unique qualities of our approach and culture.
From here, Matchstic helped us define our brand personality: masterful, all-in, good-humored, and vigilant. This guided the refinement of all our visual elements, from logo to typography. Our central message, “Great work just works,” emerged as the foundation of our strategy — a no-nonsense statement of our commitment to practical impact.
Learn more about our branding journey from Matchstic’s perspective here.
Partnering with Terra to Amplify Our New Identity
As Matchstic refined our identity, our longtime marketing partner, Terra, took on the task of bringing it to life. Terra has collaborated with our team across hundreds of content pieces and campaigns, so we knew they were up for the challenge of translating our new brand into a cohesive experience.
Their approach was highly collaborative from the beginning. Weekly syncs and live working sessions with our team allowed Terra to integrate our culture and values seamlessly into the new designs. They created dozens of mockups, meticulously exploring every detail to ensure our new platform felt both innovative while staying closely aligned with the brand foundation set by Matchstic.
Beyond the website, Terra took stock of our existing materials — everything from one-pagers to case studies — and aligned them with our new brand voice and visual identity. A central focus was refining the design and structure of key resources, providing SEI consultants with tools to effortlessly maintain consistency across client engagements.Terra’s work ensures that every touchpoint, from social media to presentations, reflects our new identity.
Explore how Terra redefined SEI’s digital and marketing presence here.
Looking Ahead: A Brand Poised for the Future
This brand evolution is an exciting new chapter for SEI — one that reflects our growth, our expertise, and the unique spirit that drives us. Through the collaboration with Matchstic and Terra, we’ve crafted an identity that not only aligns with our values but equips our consultants to represent SEI with authenticity and adaptability across all settings.
As we continue to expand and take on new challenges, this refreshed brand serves as both a foundation and a catalyst, supporting our commitment to delivering meaningful impact for clients and staying true to the essence of who we are. This is more than a new look; it’s a promise to keep innovating, evolving, and delivering great work that just works.
