Drew started on the inside, by asking himself why he stayed with Offbeat Press, despite the many struggles. He developed Offbeat Press to be an adventurous, artistic, bold, nature-advocating, social justice-oriented, community-loving, creative print shop. Through the internal brand culture he practiced generosity as the business grew, giving back to employees and communities in need. He offered employee healthcare, profit sharing and unique benefits because he knew it was worth investing in good people. He also instilled traditions like treating employees to lunches for birthdays, holidays and great days at work. He turned business anniversaries into community fundraising parties that celebrated his clients and raised money for important local causes. This internal culture was essential to the brand strategy ahead. The culture was strong, but it still needed some tweaks and advancements to create effective systems for a better future.