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When most people think about branding, they think externally—logos, campaigns, websites, and packaging. But a different kind of branding work takes place behind the scenes. It’s quieter, more foundational and personal. And when it’s built with intention, it becomes a practical framework that helps teams communicate clearly and work in sync. As companies grow, so does the complexity of internal messaging. Teams create their own events, initiatives, documentation, onboarding kits, recruiting decks, and more. Often, those are without a shared framework. This leads to fragmentation and off-brand content that creates confusion rather than clarity. That’s why internal branding systems are becoming essential brand infrastructure. They reduce friction, and make it easier for people to work together, understand expectations, and stay aligned—whether they’re in HR, IT, engineering, or part of an employee resource group (ERG). This challenge isn’t unique. As more companies empower internal teams to lead their own communications, the need for flexible, well-structured identity systems is only growing. Employee-led branding In 2023, we began our work with Exelon, one of the nation’s largest energy providers. The company had a growing number of ERGs. We would help rebrand ERG logos to promote inclusivity and reflect Exelon’s workforce diversity. ERGs planned events, shared updates, and communicated across the organization in their own ways. Each had its own personality, its own voice. Without a shared visual thread, things started to feel scattered. Clarity would help everyone show up in a way that still felt true to their group, while staying part of the bigger picture. Some groups had informal visuals. Others had nothing at all. The brand management didn’t want to impose a single look but something more flexible to retain each team’s individual voice while still staying visually connected to the larger brand system. Grounded in dialogue, not directives The process began with workshops that offered open, real conversations, rather than top-down briefings. Some workshops emphasized mentorship. Others leaned into culture, learning, and team-building. Subscribe to the Daily newsletter.Fast Company's trending stories delivered to you every day Privacy Policy | Fast Company Newsletters Each group shared what their group stood for, how it operated, and the visual references that felt authentic. It was a chance to surface the small but meaningful details that shape internal culture. From there, it was easy to formulate a visual system with enough clarity to ensure that all materials and communications would feel consistent, credible, and connected to the larger brand. Usability over perfection Our goal was to enable teams to work efficiently without bottlenecks. We created access to a shared structure that makes execution easier and faster, so teams don’t have to request assets or build slides from scratch each time. In our case, the system we built for Exelon’s ERG was designed with non-designers in mind to provide operational clarity. Empowered with the right tools, people are more likely to use those tools, again and again. What happened next Adoption didn’t need to be forced. Once the framework was in place, groups began using it naturally. Visual consistency improved. Messages became easier to recognize and organize. Teams felt supported, not managed. What started as a design project quickly became a broader group exercise. It made work easier and reduced ambiguity. It improved the way teams showed up across the organization. Lessons that travel Whether building for ERGs, departments, or internal programs, the same principles apply: Start by listening: The best systems reflect real needs, not assumptions. Offer structure: Systems should guide, not restrict. Prioritize usability: If people can’t use it easily, they won’t use it at all. Think beyond design. Internal branding is part of the communication infrastructure. And when it’s done well, it creates momentum. Midway through the Exelon project, word began to spread. The internal buzz sparked interest from leadership and even reached the company’s foundation. They wanted in on the refresh, too. For their STEM Academy program, we created interactive, youth-focused logo marks tailored for Girls and Boys Clubs—extending the same clarity and creativity to the next generation. Why it matters With branding projects like this, each team benefits from having a clear identity, while the larger organization gains alignment. A well-structured internal branding system removes guesswork, supports consistent messaging, clarity, and purpose and reinforces trust in how the brand functions internally. The same framework can scale as new teams form or existing ones evolve. The framework doesn’t need to be reinvented every time, because it’s grounded in shared logic, not preferences. The Exelon project helped people work better—visually, operationally, and collaboratively. Done right, internal branding becomes a quiet engine for clarity and connection across the organization. Goran Paun is the principal and creative director of ArtVersion.
