Case Studies
Google / Strategic Vision Planning & Leadership Evolution
The Opportunity
The Google Mastery Team, responsible for shaping the strategic direction of Google’s largest revenue stream and supporting its ad sales teams, faced a rapidly evolving technology landscape. To stay ahead, the team’s leaders sought strategic guidance to refine their direction and align more closely with their leadership team’s cultural and strategic goals.
The Approach
Steven Morris of Matter Consulting, with Rachel Cross, partnered with the Google Mastery Team to redefine their vision and strategy. Through a series of strategic planning workshops, we co-created a compelling new vision narrative to guide the team’s transformation. This process included both group sessions and one-on-one leadership coaching, fostering deeper alignment and shared purpose among the leadership team. Together, we equipped them with the tools and mindset needed to embrace their strategic shift and drive it to fruition.
The Result
The strategic vision-shaping and story-telling work culminated in a high-impact team kickoff presentation designed to inspire and align the broader team around the new vision for the Google Mastery Team. The presentation clarified the team’s strategic direction, reinforced their role in the organization’s future, and set the stage for measurable progress in transforming their strategy.
“We couldn’t have done it without you. I thoroughly enjoyed working with you — and look forward to engaging you again in the future.
You helped us re-vision ourselves and kick off a great year—and while it’s been a whirlwind, we’ve made big progress. And I’ve made progress as a leader because of you.”
— Elle Duncan, Vice President, Mastery Team, Global Go-To-Market Operations, Google
Qualcomm / Strategic Planning & Culture Evolution
The Opportunity
During their strategic planning process, Qualcomm’s marketing executive leadership team recognized the need for cultural alignment to ensure the success of their strategic plans. They sought expert guidance to shape their strategy, bring it to life through compelling storytelling, and provide ongoing support to help the leadership team succeed in navigating their transformation.
The Approach
In collaboration with Rachel Cross of the Rachel K. Group, Steven Morris of Matter Consulting partnered with Qualcomm to align strategy with culture. Together, we developed and facilitated the Synergy Studio initiative. This included:
- Conducting comprehensive internal culture research, including focus groups and one-on-one interviews with team leads, resulting in an Invisible Culture Report that identified unseen cultural dynamics and obstacles.
- Collaborated with the Strategic Planning Team to shape strategy and created stakeholder and leadership alignment.
- Designing and orchestrating an impactful offsite retreat, where these invisible cultural attributes were unveiled and addressed, removing previously unrecognized barriers to alignment and success.
The Synergy Studio created a space for deep reflection, honest dialogue, and actionable breakthroughs that set the foundation for long-term cultural and strategic success.
The Result
The marketing team at Qualcomm now operates with a stronger sense of alignment, connection, and belonging. The leadership team thrives in an environment of mutual trust and shared purpose, creating the cultural conditions necessary to achieve their strategic goals. The ongoing work continues to drive success for Qualcomm’s strategy.
“The work you’ve done with our team at Qualcomm is beyond measure. We still hear how Synergy Studio is the best retreat and workshop we’ve ever had here at Qualcomm. Your work is instrumental in our success.”
— Kate Martin, Senior Director, Marketing Strategy & Transformation, Qualcomm
WesleyLife / Brand & Culture Evolution
The Opportunity
After 75 years as a leading non-profit in senior living, WesleyLife recognized the need to evolve its brand and redefine its future trajectory. To achieve this, they sought a partner to guide them through a comprehensive strategy, brand, and culture transformation.
The Approach
Steven Morris of Matter Consulting led WesleyLife through an integrated process of strategic planning, re-Visioning, brand evolution, and cultural alignment. Key initiatives included:
- Facilitating leadership workshops to redefine Vision, Purpose, Core Values, and Operating Principles that reflected their future aspirations.
- Developing an evolved brand position, “Pursue Your Joy,” and a strategic vision statement, “To become the most dynamic and inclusive champion to revolutionize the experience of aging.”
- Creating a comprehensive brand framework, including:
- An updated brand promise, positioning, and value proposition.
- A fully reimagined brand architecture and a suite of brand expressions culminating in robust brand guidelines.
- Delivering board presentations and orchestrating an impactful brand rollout across the organization and to the public.
The Result
The transformation has empowered WesleyLife to embrace its evolved vision and truly revolutionize the senior living experience. Growth is evident across all areas of the organization, and new business initiatives are thriving under the evolved vision. The brand’s focus on “joy” has become a cultural cornerstone, inspiring both internal teams and external stakeholders.
“The brand is playing out incredibly well. We simply love seeing the new brand in action. Thanks to you, our entire organization has changed. I can’t even begin to tell you how our team members have latched on to ‘joy.’ It’s extremely exciting.”
— Amy Hutchins, CMO, WesleyLife
Plumb / Brand & Culture Evolution
The Opportunity
After 30 years of success as TAG (The Accounting Group), the organization faced a pivotal moment. An intellectual property conflict necessitated a complete rebrand, providing an opportunity to redefine its market position and unlock new business potential. TAG engaged Steven Morris of Matter Consulting to lead this transformative effort.
The Approach
Over an extended period, Steven Morris and Matter Consulting partnered with the leadership team to rename, rebrand, and reposition the organization, now known as Plumb. Key initiatives included:
- Conducting extensive internal and market research to gather insights from leaders, clients, and team members, ensuring the new brand aligned with the organization’s core strengths and aspirations.
- Running strategic workshops to come to ground with Plumb’s market position.
- Defining Plumb’s refined brand promise: Clarity in Accounting. Stewardship in Service.
- Developing and implementing new strategies, aligning the team, and creating actionable strategic and tactical plans.
- Providing ongoing guidance as a consulting CMO to support Plumb’s evolving needs and long-term growth.
The Result
The rebrand not only set Plumb apart from competitors but also created a strong foundation for innovation and expansion. The organization successfully launched FinTech products, including Plumb Bill Pay, positioning itself at the forefront of its industry. Today, Plumb’s multiple business units continue to thrive, driven by a cohesive brand and culture.
“Steven guided us through a thoughtful process that helped uncover a brand reflecting who we truly are as a company and community. His ability to push us out of our comfort zone led to extraordinary, lasting results, including cultural shifts and a refined brand promise that continues to inspire us.”
— Rob Sherer, CEO & Founder, Plumb Bill Pay
San Diego State University, CHHS / Brand & Culture Evolution
The Opportunity
Emerging from the challenges of the pandemic, the Dean of the College of Health and Human Services (CHHS) at San Diego State University (SDSU) sought to revitalize the College’s brand and harmonize its culture. With six diverse schools—Social Work, Public Health, Speech, Language, and Hearing Sciences, Nursing, Exercise and Nutrition Sciences, and Physical Therapy—spanning the SDSU campus, CHHS is the University’s largest research college. The Dean aimed to create greater cohesion, cross-College collaboration, and increased public awareness.
The Approach
Matter Consulting partnered with CHHS to guide a comprehensive brand and culture transformation. Key initiatives included:
- Collaborating with the leadership team to define a new Vision, Purpose, Core Values, and Operating Principles that reflect the College’s mission and aspirations.
- Conducting extensive internal cultural and market research to inform an evolved brand-culture purpose and vision.
- Activating new core values across the College to drive cultural alignment and collaboration.
- Establishing Culture Task Forces led by representatives from across the College to foster greater cross-departmental collaboration and engagement.
This process united stakeholders across the College, building a cohesive identity and setting the foundation for long-term cultural harmony and brand growth.
The Results
Today, CHHS at SDSU thrives with a reimagined culture and brand. The College has achieved greater organizational harmony and collaboration, strengthened external partnerships, and increased public exposure, all while advancing its mission.
“Steve Morris’s facilitation skills are unparalleled. He turned initial skepticism into enthusiastic buy-in, empowering every voice to shape our College’s refreshed identity. Our team now thrives with a renewed sense of respect, value, and purpose. Beyond rebranding, Matter Consulting strengthened our connections with external partners and ignited collaborations aligned with our mission. A master at navigating complex structures, he brought unity and clarity during a pivotal transition, leaving us with an identity that resonates deeply with both internal and external stakeholders.”
— Steven P. Hooker, Ph.D., FACSM, FNAK, Dean and Professor,
College of Health & Human Services, SDSU
Chula Vista Bayfront / Brand Creation & Launch
The Opportunity
The Chula Vista Bayfront, a transformative development by the Port of San Diego, is poised to become a world-class waterfront destination along San Diego Bay. Envisioned as a vibrant hub of economic growth, environmental conservation, and community enjoyment, this project required a compelling brand to reflect its bold vision and unite stakeholders under a shared purpose.
The Approach
Steven Morris of Matter Consulting spearheaded the creation of the Chula Vista Bayfront brand, shaping it into a dynamic identity that embodies nature, community, and innovation. The process involved:
- Comprehensive market research and public feedback to understand the Bayfront’s potential and appeal.
- Collaborative workshops with leaders from the Port of San Diego, the City of Chula Vista, and other key stakeholders to align on vision and values.
- Development of a master-brand and brand expression that integrates sustainability, connection, and progress.
- Creation of a world-class visual identity and engaging messaging that highlight the Bayfront’s unique mix of parks, luxury living, recreation, and business opportunities.
The result is a brand that positions the Bayfront as a landmark destination, blending natural beauty with cutting-edge development to attract residents, businesses, and visitors alike.
The Result
The Chula Vista Bayfront brand is a cornerstone of its transformation, shaping perceptions and attracting investment while instilling a sense of pride among local residents. By emphasizing sustainability, community, and innovation, the brand elevates the Bayfront beyond a physical space to become a symbol of progress, possibility, and regional identity.
“This brand represents years of dedicated collaboration between the City of Chula Vista and the Port of San Diego. It is a reflection of our shared vision to create a waterfront destination that is not only iconic but deeply connected to the identity of our community. This effort is proof of what’s possible when organizations unite around a common goal. Our new branding is transformative, giving the Chula Vista Bayfront its own distinct identity. It sets this project apart as a landmark destination for the South Bay and beyond. By integrating this brand across all signs and materials, we’re ensuring that the Bayfront is recognized as a centerpiece of growth, innovation, and community pride.”
— Ann Moore, Port of San Diego Commissioner
Academy for Professional Excellence / Brand Evolution
The Opportunity
Affiliated with the School of Social Work at San Diego State University, the Academy for Professional Excellence does masterful work in training social workers throughout California.
The Work
Over the course of three months, Steve led research that gathered insight from a multi-functional perspective across the organization and interviewed key stakeholders and customers to gain insight into how the Academy was perceived by and impacted the world. Building on the research and insights, Steve created an elevated brand platform of messaging, belief-driven values, and a positioning strategy.
The Result
This brand strategy helped to create an evolved position, messaging, identity, cultural fusion, and guidelines through a highly orchestrated brand launch.
Now, the Academy brand beliefs and impact stories pervade company culture through meaningful, ongoing conversations in every training and department. Two years after the brand evolution launch, the Academy has seen 30% year-over-year growth and increased employee retention.
“The impact of our work with Steve is beyond measure. On a regular basis, we receive positive feedback from our stakeholders about our brand. And the inspiration that our new brand language has brought to our staff has been even more powerful.
Everyone seemed to double down on their commitment to our mission and vision once we’d grounded it in “Our Why,” and every staff member is 100% committed to delivering on our brand promise in every aspect of our work.”
– Jennifer Tucker-Tatlow, CEO of The Academy for Professional Excellence
Port of San Diego / Brand Evolution
The Opportunity
Challenged with a wide set of responsibilities and services from real estate, hospitality, security, environment, and recreation, the Port of San Diego was often misunderstood by the public. The 55 miles of waterfront touches five cities and millions of visitors each year. They needed to be understood by all audiences, and their brand lacked clarity. The opportunity was to bring clarity and deeper meaning to the Port, all while aligning their internal teams to work together in unison.
The Work
We researched their unique history, gathered insight from a cross-section of touchpoints, and surveyed, interviewed, and held focus groups. Through this, we listened to and aligned internal stakeholders from across the organization and external stakeholders, including representatives from five cities. The evolved brand strategy was built upon and launched based on a singular archetype: The Innovative Champion.
The Port needed a brand that better communicated its impact on the region, its global reach, its wide variety of business operations (organized and expressed through sub-brands) and its core beliefs.
This brand strategy helped to create an evolved brand position, messaging, identity, guidelines, and a highly orchestrated brand launch.
The Result
The orchestrated brand launch (internal first, then public) enriched the relationship people and businesses have with the dynamic waterfront of San Diego Bay, providing prosperity and a more remarkable way of life.
The evolved brand was embraced by internal teams, creating deeper cultural alignment, and by the public and especially the media. As well, the evolved brand has won multiple industry awards for its integrated results.
“The branding effort unifies and clarifies the Port’s vision and diverse functions. Residents and visitors will understand the opportunities they have to enjoy recreation, dining, shopping, public parks, open spaces, and more.
Tenants will thrive as more people come to the waterfront. And Port staff will benefit from a brand that is a rallying point and source of pride in the organization to which they contribute each and every day.”
– Randa Coniglio, President & CEO, Port of San Diego.
Fleet Science Center / Brand Evolution
The Opportunity
This gem in historic Balboa Park is one of the most visited museums in San Diego. We approached the brand evolution by clearly defining a strategic positioning and powerful brand story for the Fleet Science Center—expressed both verbally and visually—that manifests their unique and ownable positioning as a leading science organization extending beyond Balboa Park, in Education and our Communities.
The Work
In close collaboration with the Fleet leadership, we created meaningful and relevant messaging for the Fleet Science Center audiences and communities. We developed a strategic new brand platform, a dynamic identity, positioning and messaging, MarComm toolkits, extensive brand guidelines and a launch strategy to reflect the new vision pillars of the Fleet.
We clearly defined a strategic and powerful brand story for the Fleet Science Center — expressed both verbally and visually — that manifests their unique and ownable positioning as a leading science organization extending beyond Balboa Park, in Education and our Communities.
The Result
We developed a powerful brand expression for the Fleet and its programs: marketing materials and communications, social media, email toolkits and donor campaign strategy and creation. For the internal Fleet team, we created robust brand messaging, guidelines, toolkits and the training needed to take the reins and execute effectively.
The result is a living, breathing brand evolution that can expand with growth, welcome new audiences and express the wide variety of exhibitions the Fleet creates. The new brand sets the stage for where science starts and the Fleet continues to increase its membership and attendance, as a result.
“The Fleet Science Center connects people of all ages to the possibilities and power of science to create a better future. The work done on the new brand will create the future we all image possible for The Fleet.”
– Dr. Steve Snyder, CEO, Fleet Science Center
“We truly appreciate all of the guidance and insight you provided. Steve’s presentation to the board was pivotal for our brand’s success. You had a lot of passion for this project, and it showed in the beautiful work that you did.”
– Wendy Grant, Director of Marketing & Communications, Fleet Science Center
Hubbs SeaWorld Research Institute / Brand Evolution
The Opportunity
With more than thirty years of world-renowned oceanic research behind them the leadership team and board of directors at Hubbs SeaWorld Research Institute wanted to invigorate their brand. Their goal was to clarify the impact of their respective research and to increase their fundraise ability through more accessible brand storytelling.
The Work
Over the course of six months, Steve and his team advised, consulted with the leaders, board of directors and fundraising team to mine to create a new brand platform and overall expression.
A complete brand evolution program was created that included a brand guide, evolved identity, storytelling toolkit, and fundraising material. Key messaging on the website and marketing materials were reworked and activated.
A new #SeaChange fundraising campaign was stimulated to increase donor growth.
The Result
Today, the Hubbs SeaWorld Research Institute origin and research impact stories permeates throughout the public, with drastic increases in audience reach and fundraising dollars.
“I am overjoyed to see this beautiful, concise yet impactful result!
The brand work and the guidance were masterful every step of the way.
THANK YOU, THANK YOU, THANK YOU!!!”
– Eileen Sigler, CFRE, Development Director, Hubbs-SeaWorld Research Institute