The Wine Group
Refreshing the Internal Brand to Reflect a Bold New Future
Overview
The Wine Group (TWG)—a global portfolio of award-winning wine brands—partnered with us during a pivotal moment in its evolution. With a refreshed company vision and strategy underway, TWG sought to realign its internal brand to inspire, unify, and energize its teams across California, New York, and Australia.
The Challenge
While TWG’s strategy was forward-looking, the internal brand hadn’t yet caught up. Our challenge was to translate complex business goals into a compelling, cohesive visual and verbal language that employees could embrace—bolstering belief, clarifying direction, and fostering pride at every level of the organization.
Our Approach
We executed a full-scale internal brand refresh rooted in storytelling, system design, and thoughtful employee experience. The rollout unfolded in three phases:
Inspiring Communications
Launch Experiences
Meaningful Activations
We developed a dynamic visual identity system—featuring fresh color palettes, expressive typography, purposeful iconography, and clear messaging frameworks—that radiated warmth, clarity, and energy. Rollout materials ranged from animated videos and interactive toolkits to transformed physical spaces—all designed for human resonance and scalable across roles, regions, and business units.
Impact
Created a more engaged, inspired, and aligned workforce.
Employees reported feeling more connected to TWG’s purpose—and proud of the company’s direction.
Client: The Wine Group
My Role: Internal Brand Design
Creative Director: Craig Seder
Design Team: Brett Jorgensen, Katie Schultz, Kristen McKellog
Agency: Envoy
Inspired by the iconic arch in the original logo, preserving its timeless essence while giving it a modern twist. The arch symbolizes strength and continuity—creating a perfect harmony between the past and the future. The new logo retains the brand’s heritage while embracing a fresh, forward-looking identity.
