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Narrative & Internal Engagement Strategy

Humanizing enterprise communication through a scalable, story-driven design framework.

The Opportunity

Through informal stakeholder interviews and impromptu field observations at headquarters, I identified a significant friction point: our corporate marketing lacked the emotional resonance needed to connect with independent local company owners. I proposed the 'Marketing the Marketing Department' initiative to bridge this cultural gap, transforming static tactical outputs into a narrative-driven experience that prioritizes user connection and brand authenticity."

Objectives

  • Bridge Communication Gaps: Design a framework that connects corporate objectives with the unique, entrepreneurial spirit of independent local owners.

  • Establish Design Systems: Create a clear, consistent visual and aesthetic direction for all internal platforms to strengthen brand cohesion.

  • Scale Through Storytelling: Transition internal marketing from one-off tactical assets to a repeatable, narrative-led system that amplifies diverse user voices.

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Proposed Moodboard

Outcome

This initiative served as the catalyst for "Tell Your Win Story," an enterprise-level storytelling movement that deployed cross-functional teams to document local successes nationwide. By identifying a strategic blind spot and proposing a scalable solution, I secured executive support and pivoted the organization toward a more human-centered branding approach. This framework continues to shape how the department evaluates marketing impact and customer connection at scale.

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