Creating a new name and brand for the leading DE&I platform, Seramount

Seramount, formerly known as Working Mother Media, is a professional services firm dedicated to advancing Diversity, Equity, and Inclusion in the workplace. The organization has a rich history in this space and is now one of the largest and most comprehensive providers of DE&I services, supporting over 400 well-known corporate brands across industries.



In the last decade, WMM has evolved to represent multicultural women, parents and caregivers, and anyone who needs representation in the workplace. They needed their name and identity to evolve to accurately represent them, in an ever-progressing space. 


“They’ve long outgrown the Working Mother name, and now, the new entity Seramount is perfectly positioned to be a leader across the entire spectrum of the DE&I space.”

-David Ritchie, CEO of Bonnier Corp.


  • Company name
  • Purpose and brand positioning
  • Brand architecture
  • Visual identity
  • Events experience 



We helped Working Mother Media articulate their business strategy, as well as structure and operationalize their many offerings.  With this, we helped them realize a singular purpose and the result was the merger of Working Mother Media (WMM), Diversity Best Practices, Culture@Work, and the Working Mother Research Institute into one cohesive customer-centric organization and brand.

We crafted the new name, Seramount, with their unique value in mind. It allows them to grow and flex as they continue to evolve.

We designed a new logo and visual identity system to match the distinctive name, modernizing their brand for the future.

“The name Seramount is inspired by Mount Saramati—one of the most iconic peaks in Asia—and represents aspiration, upward progress, leadership, and knowledge. Seramount’s new logo reflects a topographical map of the mountain and a human fingerprint, to capture the positive imprint that inclusivity leaves on the world.”