I was hired by L.C. Glad & Co.. Denmark’s oldest oil company, to take part in renewing their brand. In collaboration with the firm’s web designer I conducted interviews with the personnel. Through that practice I was able to source anecdotes about the company’s history, how they plan to move forward and what working there means to them. Since the company has been owned and run by the Glad family for generations, our chosen strategy was that the brand should be handled very much like a family business. Below you will see examples of how we changed the tone of the company’s communication into something quite personal and how the crowdsourced stories turned into an illustrated narrative of the firm and its place in Danish cultural history.