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After a very competitive RFP process, we chose Watson to help us meet a critically complex challenge: to create and express an inclusive, authentic identity for Oregon’s $7B wine segment to cultivate a singular, unified sense of pride, purpose, and direction for Oregon’s 1,000+ wineries and more than 1,400 wine grape growers—cementing Oregon’s place on the world’s wine stage. The research, insights, positioning, and design that Watson delivered have exceeded our expectations. Not only does the work encompass a wide range of personalities, wine styles and regions, but it does so in a way that establishes Oregon’s “True Character” as the campaignable standard guiding Oregon’s wine community long into the future.