Mackey Strategies
The evolution of a brand grounded in resilience, adaptability, and transformation.
In collaboration with adeo, DEEO was approached to explore possibilities for a new website for Mackey Strategies. While their existing site struggled to reflect the caliber of their expertise, experience, and professionalism, we recognized the challenge ran deeper—it lay in the brand itself and how its identity was expressed and defined. Our work together became an opportunity to reimagine their brand—one that truly reflects the strategic, high-impact work they do for their clients.
Services
Brand Strategy
Brand Identity
Website Strategy
Website Design
Website Development
Generative AI
Animations
timeline
5 months
Brand Strategy
The new Mackey Strategies brand is built on a foundational concept: Graphite.
Graphite shapes a visual language that feels both grounded and resilient. We incorporate design elements that balance structure with fluidity to represent a team that embraces transformation in their strategies and solutions. The new brand reflects Mackey Strategies’ ability to distill complex ideas, adapt to each institution’s unique needs, and bring clarity to the work they do—driving meaningful change.
The Logo
Our approach to the new logo took a bold pivot toward a fresh vision while still honoring the original pencil—a symbol deeply embedded in their identity.
Abstract yet meaningful, the Mackey Strategies logo can be seen as both an “M” and a pencil point, seamlessly blending creativity with purpose—two key distinctions to Mackey Strategies approach. Bold and powerful, it stands on its own as a strong representation of the brand.
This reimagined “M” features variable logo marks, reflecting versatility and depth. Simple yet thought-provoking, the design strikes a balance between strength and elegance—without feeling overly dramatic or excessively designed.
This logo is elevated and intelligent—impactful, engaging, and worthy of the brand’s vision.
The Wordmark
The Mackey Strategies wordmark is set in a humanist sans serif—a deliberate choice that reinforces the brand’s balance of professionalism and warmth. We utilize Adelle Sans, embracing slightly organic shapes, natural stroke contrast, and open letterforms—subtly evoking the fluidity of a human hand holding a pen.
Generative AI & Animations
Custom animations and graphics were a core focus of this project. Various texture treatments using Midjourney and Visual Electric added depth, making the identity both visually dynamic and memorable.
The movement and rhythm of the animation reflect Mackey Strategies’ approach—successful strategy doesn’t follow a straight path; it requires exploration, recalibration, and sometimes, unexpected turns.
Beyond aesthetics, these elements enhance engagement and reinforce brand consistency and continuity creating a seamless, recognizable identity.
Brand Identity
The Mackey Strategies brand embraces a darker theme—conveying polish, sophistication, and confidence. The combination of palette and typography with the brand strikes a balance—bold yet approachable.
The Website
One of the biggest challenges was creating a compelling digital experience for a consultancy rooted in writing, strategy, and deep thinking. Their distinctions—their philosophy and expertise—needed to be emphasized without overwhelming users with dense walls of text. Our solution was to build a new system that introduces a range of components designed to break up long-form narratives, ensuring content remains structured, engaging, and easy to navigate.
The new digital presence reinforces Mackey Strategies’ expertise, presenting their insights with clarity while maintaining a seamless and thoughtfully designed experience.
"Partnering with DEEO on our brand and website redesign was a great experience thanks to Monica and Yianni’s strategic insights and creativity. They guided us through a deep brand discovery, helping us clarify and articulate our identity in a way that feels both authentic and forward-looking. The result—a beautiful, compelling new brand and web experience—exceeded our expectations. We are grateful for their expertise, collaboration, and commitment to excellence."
Pete Mackey, Ph.D
President & Founder, Mackey Strategies
