Solution
I developed a comprehensive internal brand for the Beltway Sales & Marketing team, integrating:
Symbolic Logo Design: Rotated a heart to form the letter “B,” representing two major highways—I-695 (Baltimore Beltway) and I-495 (Capital Beltway). The design merged symbolism and typography, with the heart conveying connection and care, while the rotated “B” reinforced regional identity.
Virtual Sip & Paint workshops: Led sessions where team members explored the logo’s meaning through guided painting and shared storytelling, fostering emotional ownership and brand engagement.
Guiding Principles Campaign: Created a custom acrostic graphic and animated launch video to unify the Beltway Region around shared values. Initially developed for the Marketing team, the campaign was so well-received that the Director of Employee Communications adopted it region-wide, reaching 2,000 employees via SharePoint and team meetings.
IMPACT
This integrated campaign strengthened employee alignment and pride during a time of organizational transformation. What began as a single Sip & Paint session evolved into a region-wide activation, inspiring cross-functional engagement and serving as a model for internal campaigns. The initiative set a new standard for cultural branding—and earned the Q2 2021 Regional Champions Club Award for innovation and impact.
CHALLENGE
In the wake of COVID-19 and the shift to remote work, the Beltway Region needed a unifying brand system to foster connection, inspire pride, and align employees across multiple states and teams.
Comcast Internal Brand
Company: Comcast Beltway Region
Role: Internal Brand Strategist | Designer | Workshop Leader
Team: Sales & Marketing + Regional Leadership
Core Skills: Visual Identity | Internal Messaging | Employee Engagement | Video Production | Workshop Creation & Facilitation
Deliverables: Logo | Graphics | Video Series | Templates | Virtual Sip & Paint Workshop
