The brand new SEEL logo represents the retreatant experience when they learn to practice the Ignatian Spiritual Exercises in Everyday Life. A brand audit of SEEL Puget Sound revealed the opportunity to add a more significant organization look and feel while expressing the insight experienced by attending a retreat.

The Board of Directors received the style guide and handbook design with enthusiasm and fully adopted the new brand into their communications. Their contributions to design critiques made them feel involved and invested in developing their new brand, and delighted by the finished brand identity. The new brand is found across their internal documents, in the retreat handbook for attendees and guidance counselors, and on advertisements distributed locally.