Comcast Women's Network ERG Rebrand
The Comcast Women's Network ERG branding initiative aimed to create a cohesive and visually appealing identity for digital communications, including PowerPoint presentations, banners, backgrounds, and social media bumpers. The goal was to enhance engagement among members and communicate the network's mission effectively.
Problem
The Comcast Women's Network ERG faced challenges in effectively communicating its initiatives and events to members, leading to low engagement and participation rates. The existing digital communication materials, including newsletters, lacked a cohesive visual identity and were often perceived as overwhelming, making it difficult for members to quickly identify relevant information and opportunities for involvement.
Solution
To address these challenges, I led a comprehensive branding initiative that focused on creating a cohesive visual identity for all digital communications associated with the Women's Network ERG. This included designing visually engaging PowerPoint templates, banners, backgrounds, and social media bumpers that aligned with Comcast’s existing branding. By employing design thinking principles, user research was conducted to understand member needs and preferences, resulting in streamlined and visually appealing materials that enhance clarity and engagement. The new branding not only improved the overall aesthetics but also facilitated better communication, fostering increased member participation and a stronger sense of community within the ERG.
Design Thinking
Empathize: I conducted user research through interviews and surveys with users who actively participates in the Women's Network ERG. This helped identify their needs, frustrations, and motivations regarding digital communications. Analyzed pain points, such as overwhelming content and lack of clear engagement paths, to better understand how to design for user experience.
Define: I synthesized findings to define the key problem statements: the need for a visually engaging and streamlined newsletter and communication materials that resonate with members and promote active participation. Established user personas, focusing on the primary audience's demographics, goals, and challenges, to guide design decisions.
Ideate: I brainstormed design concepts for branding elements that align with Comcast's existing visual identity while infusing the Women’s Network ERG's values. Explored various layout options for PowerPoint presentations, banners, backgrounds, and social media bumpers to enhance clarity and engagement.
Prototype: I created mockups for each digital communication piece, including a cohesive PowerPoint template, eye-catching banners for events, adaptable backgrounds for virtual meetings, and dynamic social media bumpers. Developed a style guide detailing color palettes, typography, and visual elements to ensure consistency across all materials.
Test: I presented prototypes to a focus group of ERG members for feedback on usability, aesthetics, and overall impact. Collected insights and iterated on designs based on user feedback, making adjustments to improve clarity, engagement, and functionality.
Additional Details
Final Deliverables
PowerPoint Presentations: A visually consistent template featuring the Women’s Network ERG branding, ensuring easy customization for various events and meetings.
Banners: Engaging digital banners for use in internal communications and events, designed to capture attention and promote key messages.
Backgrounds: Custom backgrounds for virtual meetings that reflect the Women’s Network ERG identity, fostering a sense of community among participants.
Social Media Bumpers: Dynamic bumpers designed for social media platforms to promote events and initiatives, enhancing visibility and engagement online.
Newsletter Template for SharePoint: A user-friendly newsletter template tailored for SharePoint that maintains branding consistency while allowing for easy updates and dissemination of information to ERG members.
Outcome
The branding initiative successfully established a cohesive visual identity for the Comcast Women's Network ERG, leading to increased member engagement and participation in events. The new design elements were well-received, with positive feedback indicating that they resonated with the target audience and improved the overall communication experience.
Ongoing evaluation of member feedback and engagement metrics will be essential to refine and evolve the branding strategy, ensuring it continues to meet the needs of the Women's Network ERG community.
