Seattle Jobs Initiative

Organizational Rebrand

Seattle Jobs Initiative (SJI) had carried the same brand for nearly 25 years and when it no longer reflected who they’d become they came to Braid Creative for a brand refresh. Their work spans two distinct but connected sides of the organization: direct career pathways for job seekers, and research and consulting that shapes workforce systems nationally. The brand needed to hold both.

We took SJI through the Braid Method® and delivered a complete brand platform — new logo suite, color system, typography, brand voice, messaging architecture, web and social mockups, and graphic standards. The work gave their team language to talk about themselves confidently across audiences, from job seekers to government partners to Capitol Hill.

The result is a brand as determined and forward-thinking as the organization itself. Bold navy and gold with teal accents (a nod to some of their favorite local sports teams). A lowercase “sji” mark with a signature detail — color variations in the j and i dots that represent the people and paths at the heart of their mission. Clear, compassionate messaging built for a national stage, not just Seattle.

The response from their team was enthusiastic – including their board president, who has been with SJI since nearly the beginning, loved the new look.