When SEI, a rapidly growing management consulting firm, decided it was time to upgrade their brand identity earlier this year, Terra was uniquely positioned to execute on this new vision. After nearly six years of supporting SEI’s unstoppable growth — from crafting thought leadership to implementing a new sales and marketing tech stack to building a robust employer brand — we knew how to help them stand out from a crowded consulting industry.
SEI’s leadership wanted a brand that could evolve with them and highlight their people-first values as much as their expertise. Our role in the project was to bring a refined identity to life, ensuring that every touchpoint — from a high-performance website to a full library of sales collateral — embodied the new brand. The process involved meticulous planning, careful assessment of existing materials, cohesive design and copy, and a flexible approach to developing the new SEI website. Here’s a look at how it all came together, in the words of the team who delivered the project.
Setting the Stage for Success
SEI has a unique organizational structure: employee-owned, flat, and reliant on a boundless library of sales and marketing resources. Terra established clear goals for the project early on, defining milestones and managing complex delivery schedules. This ensured that everyone remained aligned through multiple rounds of feedback and revisions.
“With a company as dynamic as SEI, establishing a solid yet flexible strategy was critical. We needed to keep things nimble while ensuring that every voice was heard and every piece fit together seamlessly.”
Elsa Fridman Randolph, Associate Director of Digital at Terra
Taking Stock of Existing Materials
Before shaping the future, the Terra team first examined the past: Hundreds of one-pagers, case studies, and a massive master slide deck were inventoried. By identifying what resonated and what needed improvement, Terra ensured that each updated element retained usability and impact.
“SEI’s materials aren’t just files — they’re tools. We had to make sure everything from their master slide deck library to hundreds of sales one-pagers was designed to be both beautiful and functional, so their team could hit the ground running.”
Maz Farah, Strategy Lead at Terra
Crafting Click-Worthy Designs
The website redesign focused on more than aesthetics — it prioritized intuitive navigation, content structure, and a visual language that balanced SEI’s heritage with their ambitions. Terra met with the SEI team regularly to refine every detail, from the initial mockups to interactive prototypes in Figma.
“This project challenged us to create a design that felt fresh while staying true to SEI’s heritage. We wanted the site to speak to their future without losing sight of who they are.”
Mercedes Lorenzo, Creative Director at Terra
Integrating the Brand Across Every Medium
Terra’s approach ensured that every asset — from social graphics to company swag — aligned with the brand’s refreshed voice and visual identity. By working collaboratively in Figma, our designers and writers stayed in sync at every turn, ensuring the messaging and look remained cohesive throughout the process.
“We embrace every chance to flex our design muscles, and this project was no exception. Making hundreds of assets feel cohesive and on-brand was a challenge we were excited to take on.”
Mercedes Lorenzo, Creative Director at Terra
Creating Cohesive, Consistent Copy
Armed with updated brand guidelines and a new messaging framework, Terra’s writers kept the SEI voice authentic, people-centric, and consistent. Each tagline, paragraph, and case study emphasized the company’s human perspective, allowing their values and culture to shine.
“Creating copy to match the new brand voice was like putting together a jigsaw puzzle. Each piece had to fit just right, but when it all came together, you got this seamless narrative that made everything feel intentional.”
Valerie Dinsmore, Digital Content Manager at Terra
Engineering a Fast and Flexible Site
Terra’s developers delivered a modular, customizable CMS that enables SEI to rapidly adapt their site and content as needs change in the future. Smooth animations, fast load times, and a fully customizable backend drives peak performance and scalability, supporting their ambitious growth.
“When we build websites, our goal is to create a foundation that allows organizations to grow and adapt. SEI’s site was intentionally designed to achieve the type of performance needed to keep them ahead of the curve.”
Andrés Clúa, Director of Technology at Terra
Sharing SEI’s New Identity with the World
When it came time to launch the brand, our squad delivered an integrated campaign that included press releases, a social media blitz, and an internal “Brand Roadshow” that energized the entire SEI team. A newly-launched Brand Ambassador Program also empowered employees to champion the refreshed identity, ensuring the new brand remained a source of company pride and unity.
"We wanted the brand launch to inspire the entire organization. We went big, and Terra was right there with us every step of the way to make sure it all clicked.”
Patrick Donegan, Chief Strategy Officer at SEI
The result is a brand that speaks to SEI’s future while effectively honoring their past. This holistic, people-first refresh positions SEI to stand out and thrive in a competitive consulting landscape — an evolution Terra is proud to have helped make a reality.
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