Refreshing the Internal Brand to Reflect a Bold New Future

Overview
The Wine Group (TWG), a global portfolio of award-winning wine brands, came to us at a pivotal moment. With a new company vision and strategy in place, they needed to align their internal brand with where the organization was headed. The goal: reimagine the employee experience through design-driven communications that would inspire, unify, and energize their teams across California, New York, and Australia.

The Challenge
TWG’s new strategy marked a cultural and operational shift—but the internal brand hadn’t caught up. The challenge was to translate high-level business goals into a cohesive visual and verbal language that employees could see, feel, and rally behind. The internal brand needed a refresh—one that could build belief, clarify direction, and create pride across all levels of the company.

Our Approach
We approached the engagement as a full-scale internal brand refresh—rooted in storytelling, system design, and employee experience.

The rollout unfolded across three distinct phases: Inspiring Communications, Launch Experiences, and Meaningful Activations. We designed a visual identity system tailored to the internal audience—color palettes, type treatments, iconography, and messaging frameworks that brought warmth, energy, and clarity to the strategy.

Launch materials ranged from animated videos to interactive toolkits and physical environments—each crafted to reinforce the new direction in a way that felt fresh and human. We designed for scale, ensuring that the system could flex across geographies, roles, and business units without losing cohesion.

Impact

• The internal refresh led to a more engaged, inspired, and aligned workforce.

• Employees described feeling more connected to the company’s purpose—and proud to be part of its future.

• With a revitalized internal brand in place, TWG now moves forward with a culture rooted in clarity, creativity, and collective momentum.