Repositioning DTS: A New Story for a Strategic Tech Partner
CPG | DTS | 2025
Unclear communication about what DTS does and how it connects to the business weakened internal perception and belonging within the function. We partnered with DTS to create a narrative that reflects its true strategic role.
We moved DTS from a fragmented, back-office perception toward a unified strategic narrative, starting with listening sessions, then co-creating the story and the visual identity to bring it to life.
How we did it
Listening & Co-Creation
We ran listening sessions with internal and external stakeholders, then facilitated a co-creation workshop with DTS's core team.
Strategic Narrative
We defined a new DTS essence and positioning as a trusted tech partner in a strategic narrative aligned with the business agenda.
Visual Identity
We designed a visual identity system to bring the new narrative to life, exploring two rebrand pathways for DTS's evolving structure.
OUTCOME
A validated narrative and a set of visual identity options, ready to pick back up once the area completes its restructuring.
3
Strategic identity pillars defined
2
Rebrand pathways explored