Comcast NBCUniversal
Design
Brand Management
Live Event
Campaign Development
Production
Story Board Animation
As the largest media and entertainment company in North America, Comcast is segmented into three major divisions to ensure it is operating at maximum efficiency. I served as a designer for their largest segment, the West Division, where I crafted and maintained Comcast's central brand identity, messaging, and communications, for both internal and external purposes. The creative work spanned a broad range of needs from regional and local efforts to executive and enterprise-level objectives, with focuses on the core Comcast brand along with Xfinity, and Comcast Business.
My creative efforts were a part of continuous
cross-channel management throughout a mix of campaigns, messaging, and experiences which were used in five of the largest area markets within Comcast’s scope of network. With a large mix of markets, initiatives, and brands under one umbrella, every day with Comcast NBCU was different.
Network Expansion
Comcast’s network expansion efforts in the West Division focus on broadening access to high-speed internet, advanced telecommunications, and next-generation connectivity across urban, suburban, and rural communities.
By investing in network expansion strategies, Comcast enhances service reliability and speed, supporting the increasing demand for digital access in homes, businesses, and community institutions everywhere.
My efforts here are focused primarily on providing impactful visuals and
communications that align with national strategies when applied to divisional and regional efforts.
I often collaborated with specified regional teams to develop a tailored brand message for the focus area. These communications served to either define Comcast's established network in an area, or announce our arrival into an expansion area.
My creative focus here is to aid in extending Comcast’s service footprint as well as empower communities through awareness campaigns and marketing collateral.
As a part of Comcast’s broader commitment to digital equity, Network Expansion campaigns aim to provide communities with better connectivity, enabling opportunities in education, remote work, healthcare, and entertainment.
Cropping the Xfinity logo allows for scalable creative which puts emphasis on our users and their experiences as the forefront of the brand. This allows for adaptation to multiple target groups in a way that feels very personal.
The Xfinity color palette is comprised of a range of gray and purple tones which provide a recognizable brand across mediums.
While still existing under the umbrella of Comcast NBCU, leveraging this brand pallet meant having an entirely separate working knowledge of their visual treatments. These would stand alone at times within the scope of their own initiatives, or have crossover with the core Comcast brand where applicable.
As the consumer-facing brand for Comcast NBCUniversal and the largest internet provider in the U.S., Xfinity delivers world-class broadband, mobile, and entertainment, delighting customers with experiences and technology. Xfinity's suite of services include cable television, streaming services, high-speed internet, home security solutions, and mobile service. The Xfinity brand has a foundation of commitment to delivering innovative and reliable solutions with a focus on inclusivity (Internet Essentials & NOW), ensuring customers have access to the latest technology and comprehensive support for their home entertainment and connectivity needs.
Xfinity's wide range of products and services often called for the creation of materials with the main goal of education for both external markets and internal teams, which ranged from front-line service reps to our corporate marketing support teams.
Generative Ai Application
Creating tailored, original visual communications with the use of generative Ai applications and software (Adobe Firefly, DALL-E, Co-Pilot, Bing) only became an integrated part of our creative process through a national collaborative effort across creative and legal teams. Once completed, I took part in providing our divisional creative teams with working knowledge of these applications, with the ultimate aim to streamline creative processes for our internal and external partners. Below is one example of a generate internal communication that served as a means to educate frontline technicians on software processes.
Co-Branded Materials
The wide net of brand identities encompassed by Comcast NBCUniversal often called for the creation of cohesive, multi-branded communications for both internal and external purposes.
collaborative credit: Bryan Thurman
An ongoing area of focus for Xfinity as a part of the larger Comcast brand is inclusivity and explicit efforts to address the digital divide. The Internet Essential program is an affordable high-speed internet service for eligible low-income households.
The focus here was to develop visual communications that align with IE core
messaging for our regional markets, ensuring brand consistency across demographic-focused collateral.
The Digital Skills Booklet
The Digital Skills booklet was developed as a part of the Internet Essential program, providing users with detailed explanations and resources through what might be their first interactions with a computer. The focus areas of the booklet ranged from hardware and software navigation instruction, to internet connection and email navigation examples.
I worked closely with regional market teams and national legal teams to bring this product to completion, and eventually saw its adoption across national markets, being translated into 9 different languages.
This creative task called for adopting a deep understanding of technological literacy, and what users may need to gain such a skill. The consideration of every user interaction from the beginning to the end of a computer-driven process was central to the final curated design and content structure.
Xfinity Branded Events
Xfinity sponsored events often called for the development of unique partnership materials. These types of materials could range from outfitting entire event spaces, OOH large scale print, or digital advertising & animation. Below is an example of a sponsorship effort to promote ASL interpriters in select Bay Area Xfinity stores.
Comcast Business (CB) is a division of Comcast Corporation that provides a wide range of communication and technology solutions designed specifically for small businesses, mid-sized companies, and large enterprises. Its services include high-speed internet, Ethernet, phone, and TV solutions, as well as advanced networking and cybersecurity options to support critical business operations. As an additional segment of Comcast NBCU, creative CB needs came with their own specific set of guiding principles and brand outlines.
Designing for the CB team required deep knowledge of yet another brand within the large house of Comcast. CB is defined by its trademark blue tones, accented by the power light.
I worked with these branded elements across various mediums to communicate CB's core values and bring the human touch of their new brand forward to existing, scalable opportunities and new markets.
Community Impact
Comcast’s Project UP is a comprehensive $1 billion initiative aimed at advancing digital equity. Encompassing a range of sub-programs of its own along with various community partnerships, Project UP is designed to connect individuals to the Internet, provide digital skills training, and open doors for the next generation of innovators, entrepreneurs, and creators. The direct impact of Project UP and other initiatives therein are the creative focus for visual communications, placing people and genuine experience at the forefront of educational pieces and campaigns.
Project UP is complimented by Team UP, Comcast’s national employee volunteer program that encourages employees to engage in community service year-round. Creative roles included supporting efforts for both internal and external engagement along with clarifying and defining the evolving vision and focus of each program.
Local and Regional Creative
With internal and external communications being an integral part of this creative role comes those projects which fall outside the scope of
regular practice. Each serves a purpose whether it be for brand exposure due to a sponsorship, or building the internal employee culture
of a regional office. These projects have a wide range of needs, each is different from the other, and I thoroughly enjoy the surprise of not knowing what is next, and how to provide a mix of visual solutions that all serve a common goal in the end.
California Team Mural Painting Event
I was tasked with providing the regional California team with a graphic illustration that captured the essence of their wonderful state as a template
for a team building exercise. The final result was that each member of their regional team hand painted a section of the illustration as a beautiful mosaic.
Hidden Genius Social Media Filter
The Hidden Genius Project is a nonprofit organization founded in Oakland, CA with a mission to train and mentor Black male youth in technology, entrepreneurship, and leadership. Comcast partners with and supports this organization in various ways through the Project UP initiative. I was asked to create a custom social media phone filter that mentees of the program could use to promote the nonprofit.
CommTech Jeopardy Event Graphic Treatment
CommTech Jeopardy (CTJ) is an annual internal competition hosted by Comcast that brings together regional teams of field technicians to test their knowledge in a fast-paced quiz format. What once started as a creative way to highlight the extensive training and knowledge technicians need to have and employ, CTJ has evolved into a significant cultural event within Comcast. I've had the pleasure of developing and evolving the the internal brand of CTJ on an annual basis, including motion graphics assets, individual team logos and in-game prompters and screens. Below is a sizzle reel of our 2024 games.
production credit: Danielle Klein
Annual Dragon Boat Festival Ad Placement
Local full page ad placement for Comcast's annual sponsorship for the California Dragon Boat Festival. This sponsorship is one of many Employee Resource Group (ERG) led events around the division, as lead by the Asian Pacific American ERG.
Network Expansion
Xfinity
Poster to promote awareness of Xfinity brand at the
Albuquerque International Balloon Fiesta.
Social ad to promote Xfinity sponsored festival in Texas.
Event materials for Xfinity sponsorship of California's Music in the Park festival to promote ASL accessibility in select Xfinity stores.
Internet Essentials dgital ad placement.
Latinas in Tech
Print materials designed for Comcast sponsored event Latina's in Tech.
Digital Skills Booklet
Digital Skills Booklet detailing introduction to user's first computer and internet
components.Currently translated into nine different languages and being
distributed nationally as part of Comcast's Internet Essentials programs.
Features
Community Impact
Comcast Matching Gift Program
Internal Divisional campaign to encourage employee engagement within company-wide Matching Gift Program - a Comcast charity effort in which
employee donations to a select non-profit of their choice are matched up to a certain amount.
Comcast Employee Survey Assets
Rebranded internal division-wide employee survey campaign to adhere to national branding.
