Rebranding an 1,800-Person Tech Org from Behind-the-Scenes to a Brand

Brand Strategy
Brand Architecture
Logo Design
Campaign Design
Internal Communications

The Backstory

At a Fortune 500 enterprise, the internal technology team, responsible for powering enterprise-wide transformation: was hidden in plain sight.

Though 1,800 strong and delivering mission-critical infrastructure, the group had no cohesive identity, no unifying message, and no presence beyond their day-to-day execution. Most employees didn’t know who they were or what they did. Team pride and enterprise visibility were low.

They didn’t need a logo. They needed a movement.

Silhouette of a person with glasses against a glowing circular light on black background, juxtaposed with a large dark red right arrow on a red background.
Smiling businesswoman and businessman having a discussion in an office with the man holding a laptop and the woman holding a folder.
White bold text saying 'Future' centered on a dark blue background.
White bold text 'Forward' centered on a solid red background.

The Turning Point

We partnered with the leadership team to reposition this global tech function from a “quiet operator” to a visible, energized, and strategically critical brand within the company.

The goal:

  • Craft a unified brand system
  • Build internal alignment
  • Drive pride, recognition, and visibility across all teams
Person using a laptop displaying a graphic design with red, white, and navy blue arrows, text saying 'Future Forward', and illustrations of two women working.

Our Work

01: Brand Positioning & Architecture

We defined a clear and compelling brand foundation built around:

  • A refreshed brand narrative and manifesto
  • New brand pillars rooted in enablement, progress, and human-centered technology
  • Internal messaging frameworks to help the team communicate more effectively across the org

02: Naming & Visual Identity

We:

  • Renamed key sub-teams to better reflect their evolving capabilities
  • Built a visual identity system designed for internal brand consistency
  • Developed a hero concept: positioning the team as the invisible infrastructure powering progress

03: Internal Activation & Templates

To help the team embed the brand into their daily communications, we created:

  • A brand reveal video to launch the refreshed identity
  • Newsletter templates, intranet content, and storytelling formats
  • Presentation and email assets for global leadership alignment
  • In-person and digital brand activations to build team excitement
Person scrolling a red and white themed news and resources webpage on a smartphone.
Person typing on a tablet with a keyboard showing a digital letter titled 'People + Data A Powerful Combination For Innovation' from Ramesh Patel, Global Chief Information Officer.
Tablet displaying a presentation slide titled 'Future Forward Discovery meeting...' with a white stylus placed beside it on a grey surface.

The Impact

Metric

Outcome

Internal Visibility

Function repositioned from service provider to innovation enabler.

Team Culture & Morale

Activation campaign sparked excitement and collective pride across 1,800+.

Brand Clarity

Unified language and look adopted across all sub-groups and leaders.

Scalable Communications

Templates ensured consistent brand expression across initiatives.
Hand holding four illustrated cards with titles The Architect and The Troubleshooter, showing text and drawings of people.
GETS Persona Cards and Design Thinking Cards spread on a red surface with two pencils labeled 'Future Forward' and a spiral notebook.

Why It Matters

This project shows the power of internal brand building—not just as a communications exercise, but as a strategic tool for transformation, alignment, and culture.

By helping a global tech team find its voice and show its value, we helped shift not just how they were seen—but how they saw themselves.

Pattern of dark blue asterisk-like shapes with right-pointing arrows on a light pink background arranged in five rows and four columns.
Wall-mounted screen displaying a collage with the words 'FUTURE FORWARD.', images of people, technology, and a quote about innovation and proactivity.
Black right-pointing arrow merging with white six-pointed star on red background.

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Orange classical bust sculpture wearing a vibrant blue astronaut helmet.
Golden statue bust of a classical male figure with curly hair looking to the side.

Let’s Build What’s Next

We partner with the thinkers, builders, and innovators shaping the industries of tomorrow. Together, we turn ambition into brand power, and ideas into influence.

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