Cascade Designs is dedicated to inherently sustainable practices, like domestic manufacturing, a healthy supply chain, and product longevity, but the company needed help making sustainability part of their brand culture and story. Using an ethnographic research process that engaged and empowered Cascade’s employees and partners, along with a hard analysis of the company’s customers and competitors, we helped Cascade identify their most valuable brand assets. Lean and domestic manufacturing, efficient engineering, and product durability are all pride points with employees and value propositions for consumers. They also give the company a strong sustainability position that is meaningful to both employees and customers. Using the insights we gathered, we developed a robust internal innovation platform and an external communications strategy that use these brand assets to their full advantage.