We help pioneers rally their people.

We get people moving in the right direction by teasing out the why behind the what—in ways that make sense and people can act on. This often means taking a provocative peek into the future and crafting a set of driving principles for getting there. In style.

We help companies energize their culture.

For us, branding isn’t just what you see from the outside. It starts with what’s true on the inside. It’s everything your business stands for—what you make, why you make it, and how. And when all of those things are in alignment, culture thrives. That’s where we come in.

We help brands get into the conversation.

For our clients, this means learning how to listen more and talk a little less. It’s about engaging with customers around the things you and they care about. Which is what helps our clients show up in a more meaningful and resonant way. And who doesn’t want that, right?

How We Do It

No two projects are ever the same. But our approach tends to be pretty consistent.
01 /

We Discover

We come in naïve. Then we talk to everyone who has a stake in the project, from execs to customers, prodding for deep insights into the big picture.

02 /

We Synthesize

We tease out the why behind the what and start to make sense of it—so that we can land on a set of driving principles that get everyone on the same page.

03 /

We Explore

Based on what we learn, we make prototypes of what the future could be. These aren’t end-all solutions, but provocations meant to inspire and engage.

Who We Are

We guarantee that at least one of these people will pick up when you call.

Rudi O'Meara

Our Founder

Rudi’s been leading cross-disciplinary creative teams for basically as long as he can remember. His background is on the agency side. But he’s also spent a good bit of time on the client side. He formed Sequitur over ten years ago—and has seen it grow and thrive in ways no one could have guessed. He’s equal parts writer and designer, thinker and doer—and he’s totally OCD. Really, you should see his desk.

Stephanie Watts

Our Boss

A cartographer by training, Steph uses her eye for design and laser-like attention to detail to keep the big thinkers on our team on the map, on-task, and on time. She’s basically our True North. And while she is the only member of the team not totally obsessed with bikes, she does happen to be the best bartender in the studio. Which comes in pretty handy when your job includes wrangling creatives.

Edmundo Ortega

Our Spirit Guide

He’d never say so, but Ed’s definitely the baldest person in the office. He’s a rocket scientist (literally) with hardcore strategic chops, and tons of experience in the social sphere. He’s a brilliant designer with the mind of an engineer—not something you see everyday. Sure, it may sound like hyperbole, but Ed is precisely the voice of reason that we (and our clients) tend to value beyond words.

What We Think

Occasionally, we’re motivated to write at length. When we do, we post it on Medium.

Collaborative Branding


So You Want to Start Your Own Agency?


Don’t Start your Start-up Without A Brand


Talk Like a Human, not Like a Robot


Getting on the Good Side of Planned Obsolescence


Preschool is the new B-School


Make the Logo Smaller

View All Thoughts

Who We Toil For

Our clients run the gamut—from lean start-ups to Fortune 500 heavyweights.

Our Studio

It could be the espresso, but clients tend to spend a lot of time here.