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Scott Edwards Architecture (SEA) had long been recognized for its ability to craft meaningful spaces that reflect the needs of clients and communities alike. With a diverse portfolio spanning residential, commercial, institutional, and civic projects, SEA had built a reputation for balancing creative vision with functional execution. But as the firm approached a significant transition—passing leadership from its founders, Sid Scott and Nancy Edwards, to a group of 13 senior and junior partners—it became clear that the firm’s brand needed to evolve alongside its leadership.
This wasn’t about reinventing SEA’s identity. It was about unifying the firm under a shared vision, solidifying its messaging, and positioning the brand for long-term growth. The leadership team saw an opportunity to refine their approach, making their diverse practice more cohesive while ensuring SEA’s distinct culture remained intact. They partnered with Watson to guide them through this transformation, creating a brand and digital presence that would support the next generation of leadership while honoring the firm’s deep-rooted design philosophy.
One of SEA’s biggest challenges was positioning itself as a generalist firm without losing its identity. Unlike niche firms that specialize in one project type, SEA thrived on the diversity of its portfolio, designing everything from high-end residences to public infrastructure. This broad approach had always been an asset, but it also created a messaging challenge—how could they clearly communicate their strengths while maintaining a cohesive brand identity?
Watson worked closely with SEA’s leadership team to establish a refined positioning strategy. The process included extensive research, stakeholder interviews, and internal workshops designed to surface the core elements of SEA’s brand. Through this work, it became clear that SEA’s greatest differentiator was its ability to balance creativity and functionality while fostering long-term client relationships.
“It is not an easy task positioning your brand as a generalist firm, but at Scott Edwards Architecture, our diversity and unique culture are extremely important to us. In working with Watson Creative to nail down our positioning and strategy, we got a partner that was passionate about the process, really listened to what we had to say, were responsive, and brought great expertise and insights to the conversation. They were great to work with, and in the end delivered a thoughtful solution that bolsters our culture and our brand.” — James Lee, Marketing Director
SEA’s leadership team emphasized that while design was at the heart of what they did, relationships were equally important. This became a key theme in their messaging—highlighting not only their architectural expertise but also the trust and collaboration that defined their process.
Transitioning leadership from its founders to a collective of partners required more than just a brand refresh—it required a cultural alignment that would guide SEA into the future. Watson facilitated leadership workshops to help the team clarify their collective vision and define the core values that would shape their firm moving forward.
The result was a refined brand manifesto that articulated SEA’s philosophy:
We design for people first. Every project is an opportunity to enhance the way people interact with their surroundings. Whether creating spaces for work, play, learning, or healing, SEA’s designs are rooted in purpose.
We balance vision with execution. SEA is known for its ability to merge bold ideas with practical solutions, ensuring that every project is both innovative and functional.
We build lasting relationships. Trust, transparency, and collaboration are at the heart of SEA’s approach, leading to enduring partnerships with clients, consultants, and communities.
These guiding principles became the foundation for SEA’s internal culture and external communications, reinforcing their reputation as a firm that values both design excellence and meaningful relationships.
Beyond client-facing materials, SEA’s rebrand had a significant internal impact. The updated brand identity gave employees a renewed sense of pride and alignment, reinforcing the firm’s culture as it transitioned to the next generation of leadership. The core values and messaging developed through this process provided a shared language that helped unify the team, ensuring that as SEA grew, its identity remained strong.
Watson’s partnership with SEA continues to evolve, ensuring the brand remains dynamic and responsive to the firm’s changing needs. By clarifying their positioning, refining their messaging, and creating a digital experience that accurately represents their work, SEA is now equipped with a brand that supports its long-term success.
The impact of this work can be seen across every aspect of the firm—from increased RFP success to stronger internal culture and client engagement. As SEA moves forward, their refined brand will continue to serve as both a foundation and a guide, ensuring that their legacy of design excellence and relationship-driven architecture remains at the heart of everything they do.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
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