Agenda

The key to a successful refresh of a brand is evolving while staying true to who you are. For Milliman, their brand refresh was built on a clear vision and supported by consistent communication. From building advocacy internally to understanding how to keep momentum, the global consulting firm updated their brand by leveraging great design and a connected culture. In part 2 of our Re:Mark interview with Matthew Curtis, Chief Marketing Officer, we double click into the key insights learned when refreshing a brand and the wants to make a refresh stick. A view from the inside: Part 2 is live now https://lnkd.in/g9by3yH8. Read the full interview to see how a brand refresh created a cohesive identity and clear roadmap for the future and catch up on part 1 here https://lnkd.in/g2K72_YG.

Refreshing a global firm's brand takes more than updating a look—it takes alignment, advocacy and a clear vision. When Milliman set out to refresh its brand, it wasn't just about updating visuals. It was about creating a unified identity that truly reflected the firm's stature and impact. From navigating a complex organization to equipping teams with the right tools, the journey required both strategy and collaboration. In the first installment of our newest interview series Re:Mark Matthew Curtis, Chief Marketing Officer, discusses the pivotal moments and challenges of rolling out a refreshed identity and the importance of gaining stakeholder buy-in at each stage. A view from the inside: Part 1 is live now https://lnkd.in/g2K72_YG. Read the full interview to see how Milliman updated its identity—and what it took to make it happen.

Is your brand keeping up with your business? A brand is more than a logo or tagline. It's how people experience, remember and connect with your company. As your business grows, your brand should evolve too. But does it need a refresh or a full rebrand? A refresh sharpens what's already working, refining visuals, messaging and design elements to keep things fresh and consistent. A rebrand goes deeper, redefining who you are and how you tell your story. Both are strategic moves —not just about looking different, but thinking differently. Read more on how to make the right choice for your brand's future: https://lnkd.in/gr_2dXPG.

Brands often focus on words and visuals, but forget about the power of sound to enhance storytelling, increase recognition and stand out from competitors. From custom music for content to ambient sound for live events to in-app sounds, we help brands design their unique sound in all the right places. Learn more about our sonic branding work: https://lnkd.in/g32kq4AB.

It's officially awards season! First the Golden Globes, then the Grammys and now our very own Recognizing Awesome. Each quarter, we honor people from our team that bring their awesome to our team and our culture. The votes are in and we're rolling out the red carpet for Jiani Xiao, Katie DiBella and Huimin (Amanda) Cao. Here's to the great work you've done!

A big round of applause for Schulte Roth & Zabel LLP on an impactful 2025 Private Capital Forum event! We're honored to have collaborated on such an engaging, transformative event and loved partnering with The Croc, Catriona Boyle and Maisie Penman to bring Schulte's branding vision to life. From coffee art to art installations to stage animation and backdrops, the team put on an incredible event for attendees, speakers and the firm. See more event highlights below. #SchultePCF

Ever wonder what's on the mind of senior brand and marketing leaders? How they tackle challenges, drive real change and make an impact? So did we, so we asked them! Introducing Re:Mark, our new interview series launching this February. In each interview, we'll sit down with industry leaders to hear their thoughts, lessons and surprises during their organization's rebranding journey. Stay tuned for conversation that inspire what's next for your brand.

Finding the right name for your brand or product can feel just as hard as finding "the one." Think of us as your matchmaker. We won't just find you one name that works, we'll get to know who you are as a brand—figuring out your likes, dislikes and everything in between. We'll make sure you have a handful of names from abstract to descriptive to coined, and help you land on choosing "the one." Learn more about our naming process in our article https://lnkd.in/gEgjSf8P

Strong strategy should always start with a clear understanding of your audience—right? It sounds obvious, but it's a step that sometimes gets overlooked. We made sure to center the target audience in our work with LexisNexis on their product, Nexis for Development Professionals. Effectively a supercharged search engine for finding potential donors, the technology had been recently enhanced and they needed new messaging and a campaign to connect with development professionals. By starting with a robust persona, we were able to land on our core insight: for these individuals, it's all about the mission. With that in mind, we created a campaign based on the idea of moving your mission forward by finding donors tailor-made for your organization. Learn more about the campaign?https://lnkd.in/gstXeMjy

Our GDUSA Magazine American Graphic Design Awards spotlight comes to a close with our fifth and final award. In the "Branding + Identity + Logos" category we were awarded for our work with Hilight Being the first of your kind as a brand is an incredible triumph. But to be successful, you have to drive market awareness. In an effort to drive teacher appreciation and support, HiLight built the first recognition system for schools. Through learning about the benefits of their systems, our reimagined brand visuals felt bright and personalized—just like the way the platform highlights educational staff. We are honored to receive this recognition. We couldn't have done it without our amazing team and clients Claire Smith and Krissy Taft.