Matchstic

In short

Matchstic is an Atlanta brand consultancy that passed its 20th anniversary in 2023, and naming plus brand architecture is where it is most distinctive. It sorts its work into transformations, refreshes, employer brands and new brands for founders and PE-backed start-ups, and it produces A Change of Brand, a podcast about consumer rebrands. It is #1 on our Atlanta ranking.

Recent projects mostly follow companies that outgrew their names. Hord Coplan Macht, an architecture firm, became HCM, with a new identity and a sharper voice. Usalco, grown through acquisitions and private equity, was repositioned around clean water, its acronym name turned lowercase, and two websites merged into one. For the Atlanta Humane Society Matchstic designed a house of brands, creating Operation Humane for rescue work alongside the Remedy veterinary clinics.

Companies after a merger, an acquisition spree or years of service creep, the kind that need to decide what to call things before deciding how they look, get the most from Matchstic. Industrial, B2B and nonprofit clients are all familiar ground. If the brief is designing a software product's interface or its UX, this is the wrong kind of firm.