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Scott Edwards Architecture has followed completion of its new headquarters by rebranding itself.

The firm has dropped the vertical line from its abbreviated name to become SEA as well as incorporated use of a colorful, nine-piece-square logo. It represents the firm’s nine focused market sectors: civic, commercial, community, education, health care, hospitality, houses, interiors and multifamily.

Discussions about a rebranding began in 2018 when SEA was designing its new headquarters and preparing to consolidate two office locations in Portland. It felt like a transition period for the firm, Marketing Communications Coordinator Vanita Carrillo-Rush said.

SEA enlisted the Beauty Shop, a boutique creative agency in Portland, to redesign the logo. Agency staff interviewed SEA employees about the firm and its approach to design. Four differentiators stood out: the firm’s people-first tenet, the vibrant team culture, the diversity of projects, and the synergistic collaboration between the studios and disciplines. Those differentiators, along with the firm’s ethos of 鈥淧eople First. Design Forward,鈥� drove the direction of a new brand.

鈥淭his rebranding process allowed us to discover what those differentiators are and spark new enthusiasm across the firm for the direction we are going,鈥� Director of Marketing and Business Development Alexi Meuwissen said. 鈥淭he new brand is a true reflection of who Scott Edwards Architecture is, and I cannot wait to keep having fun with it.鈥�