Solution

IMPACT

This integrated campaign deepened employee alignment and pride during a time of organizational transformation. What began as a single Sip & Paint session evolved into a region-wide activation, expanding organically and inspiring cross-functional engagement. Adopted as a model for internal campaigns, the toolkit set a new standard for cultural branding—and earned the 2021 Comcast Beltway Champion 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.

Beltway Guiding Principles

To unify the Beltway team around shared values, I developed a custom acrostic graphic that distilled our guiding principles into a clear, memorable framework. This design was quickly embraced by leadership, with the Senior Vice President integrating it into all regional communications.

To launch the initiative, I wrote, designed, and produced an animated video featuring senior leaders sharing the principles in their own voice, adding authenticity and emotional resonance. Premiering at the annual leadership kickoff and later deployed across SharePoint and team meetings, the campaign became a consistent touchstone throughout the employee experience—reinforcing culture through storytelling, design, and strategic repetition.

Beltway Sales & Marketing "B"

Designed a bold, symbolic logo—a rotated heart forming the letter “B”—to visually express the literal beltways that connect regional communities while evoking momentum and emotional unity. More than a graphic, this emblem became the heartbeat of the Beltway Sales & Marketing team’s internal identity.

Comcast Beltway Internal Brand

Virtual Sip & Paint Brand Activation

To deepen brand engagement and foster emotional ownership, I launched virtual Sip & Paint workshops as a creative twist on cultural activation. Each session invited team members to interpret the symbolic "B" logo—rooted in movement, unity, and regional pride—through paint, conversation, and shared storytelling.