As the international engineering firm Syska Hennessy approached its 90th anniversary, its marketing program was a shambles. Several team members had left; those who remained had limited industry experience. The company hired Michelle Galindez, who convinced leadership to abandon its approach to marketing—with communicators engaged in marketing only part-time—in favor of her preferred internal agency. She moved to hire staff with extensive experience. One of the team’s first tasks was to refresh Syska Hennessy’s brand. An audit suggested the existing brand was out of step with the company’s message and vision. Working with a London-based agency, the team collaborated on a refresh that retained the logo as brand’s cornerstone while focusing on the company’s people. The refresh catalyzed changes in messaging, graphics, the company’s website and social media channels, and marketing collateral.