A Turnaround Made Visible Ahead of Acquisition
After several years of operational, financial and reputational challenges, TPC Group had successfully turned around its business, but perceptions had not fully caught up. Savage partnered with TPC across a series of pivotal moments, first helping reconnect employees around the company’s progress and future through a unifying employee experience strategy, including a company-wide, in-person event, then repositioning the corporate brand to more clearly communicate its strengths, stability and value.Within 18 months of the refined corporate brand going to market, TPC announced an agreement to be acquired by ENEOS Holdings, which described the transaction as a strong endorsement of TPC’s people, assets and capabilities.
Excellence isn’t a goal.
It’s a promise.
We push
Excellence Forward.
TPC Had Transformed. Perceptions Needed to Catch Up.
TPC Group had weathered an extraordinary period that included a major operational event, the pandemic, Winter Storm Uri, financial restructuring, leadership changes and shifts in the business itself.
By 2024, the reality of the business looked very different. TPC had completed its financial restructuring, transitioned to new ownership, strengthened its leadership team, made substantial investments in infrastructure and operations, improved safety and environmental performance and returned to strong financial results. The company had moved beyond survival and was investing in its people, assets and future.
But the effects of the previous several years were still being felt inside and outside the organization.
Internally, four years had passed without the company-wide gatherings traditionally used to align and energize employees. Morale had declined, organizational changes had created uncertainty and more than 40% of employees had never experienced one of these meetings.
Externally, lingering perceptions of TPC’s past continued to influence its reputation, and discovery found that financial audiences lacked a clear understanding of the company’s strengths, progress and growth potential. The gap between what TPC had become and how it was perceived created an important brand opportunity.
Excellence means more than doing things well. It means doing them safely, reliably and with purpose.TPC Group // Excellence Forward Anthem
The Corporate Brand Needed to Tell the Story of the Business TPC Had Become
As TPC’s transformation continued, leadership recognized that the external brand had not kept pace. It still largely described what the company did, rather than the higher-level value it created or the progress it had made.
From the discovery process, Savage identified the strengths that distinguished the business and the perceptions standing in its way and developed “Excellence Forward” as the central positioning for TPC Group, capturing the standard behind how the company operates, develops its people, builds relationships and delivers value. The positioning was then translated into an evolved visual expression designed to better represent TPC’s current business and future ambitions.
The New Brand Was Introduced From the Inside Out
Before taking the evolved brand to the market, TPC used its annual company-wide meeting to introduce “Excellence Forward” to employees first.
Savage built the internal launch around an idea rooted in resilience, transformation and a relentless focus on execution. It shaped an integrated activation spanning messaging, visual expression, internal communications, presentations, anthem video, environmental design and interactive activities.
The experience was designed for participation rather than passive communication. Employees contributed their own stories, interacted directly with leadership and connected business priorities to TPC’s culture and their individual roles in moving the company forward.
Because TPC operates around the clock, Savage and TPC also extended the activation beyond the room through livestreaming and a dedicated digital hub, allowing employees who could not leave their shifts to participate and access content afterward.
With employees introduced to the new positioning first, TPC then took “Excellence Forward” to the external market, giving customers, partners, investors and other stakeholders a clearer expression of the business it had become and where it was headed.
Within 18 Months, TPC Secured an Acquisition Agreement
In August 2026, TPC announced that it had entered into a definitive agreement to be acquired by ENEOS Holdings. The announcement described TPC through many of the strengths central to the Savage-developed positioning. TPC CEO Ed Dineen called the agreement “a strong endorsement of TPC Group’s people, assets and capabilities.”
in company-wide meeting
agreed the event created an environment where employees could engage and ask questions
of the digital hub
Within 18 months of “Excellence Forward” going to market
Recognized for internal
communication.
Excellence Forward, charting the course.
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Make the Value of
Transformation Visible.
When your business has changed, your brand should make that progress clear to employees, customers, investors and the market.