A brand refresh is no small feat. It’s not just updating a logo or refreshing a color palette—it’s about keeping the essence of a brand intact while telling a consistent story, aligning stakeholders and fine-tuning a cohesive identity that resonates internally and externally. When the company in question is a global consulting leader like Milliman, the stakes are even higher.

We sat down with Matt Curtis, Milliman’s Chief Marketing Officer, to dive into their recent brand refresh journey. From navigating a partnership organization to rallying internal support to equipping people with the right tools, Matt shared the twists, turns and lessons learned.

The lightbulb moment

The decision to refresh their brand wasn’t a sudden epiphany—it was a long time coming. Milliman’s last rebranding effort was over 15 years ago, and while it introduced a new logo, it lacked a comprehensive visual identity system.

Over the years, the brand evolved in a patchwork manner, leading to inconsistencies that didn’t reflect the firm’s depth of expertise. “We didn’t do it all out back then. We had a new logo, but no real visual identity. Over time, it became clear that we needed a unifying structure.” 

The turning point came when the team saw some design sketches for an event. “The lightbulb went on. We realized this could evolve into a full-fledged identity.” But it wasn’t just about aesthetics, the refresh was about leveling up. “We needed to grow up and be less scrappy looking, given our size and where we are in markets. We’re an impressive company, but the way we represented ourselves didn’t always reflect that.”

Building buy-in and brand coherence

Refreshing the brand for a global consulting firm like Milliman isn’t just a creative challenge—it’s a logistical one. With a decentralized partnership structure, getting everyone on board was no easy task. The process had to be strategic and iterative, carefully creating alignment on the vision for the brand among stakeholders. “In a partnership organization, decision-making is diffuse. It means moving very strategically and carefully to get alignment.”

It was also critical to have allies within the organization. “We need advocacy. If we don’t have advocacy and accountability, we can’t really do anything. But when you have people in your corner, it makes all the difference.”

With advocates and a compelling updated visual identity in place, equipping teams with the tools and guidelines to use the new brand system effectively became vital to success. "We can't just push a button and cascade out a new system. Obviously it never works that way, even in a top-down organization. But in an organization like ours, you really have to make sure that you're equipping people with the materials they need, the guidelines they need, because if they don't understand how to use it, they won't."

Brand and firm, aligned

The result of Milliman’s refresh effort is a visual identity that finally matches the firm’s reputation for expertise and innovation. The new design system is cohesive, flexible and—most importantly—easy to use. “When it breaks, it’s very obvious. That’s a sign of a good system. You can make the corrections…and it stays consistent.”

But the most rewarding part of the process? Seeing the brand come to life in unexpected ways. From employees wearing branded swag to designing their offices around the new identity, the organic embrace of the brand refresh has been a pleasant surprise. “When you see people independently embracing something you’ve worked so hard on, it’s incredibly rewarding. It’s a jolt out of the cynicism that can creep in when you’re constantly just working to push things forward.”

What’s next?

This is just the beginning of Milliman’s brand refresh journey. In Part 2 of this interview, we’ll dive deeper into advice for others embarking on a similar path. “Don’t ever underestimate the level of work and persuasion it’s going to take. And don’t cut corners. It’s an iterative process, and it’s not always forward motion.”