When our team was asked to design logos for Total Wine & More’s employee resource groups (ERGs), we treated it as more than a branding assignment. We knew every visual decision would help shape how these communities are seen and celebrated, so the goal was to design marks that reflected the people behind them with care and authenticity. Rather than relying solely on creative briefs, we partnered directly with ERG members and engaged in meaningful conversations to ensure each logo felt intentional, inclusive, and true to its group.