REFRAMING EMPLOYEE
WELL-BEING AS CULTURE
PROJECT TYPE
Editorial strategy, brand development, enterprise campaign
ROLE
Editorial Strategy, Brand Development, Storytelling, Employee Engagement, Enterprise Planning, Business Unit Enablement
Well-being communications lived inside the company-wide newsletter as a PDF of tips and links. The audience was already there, but almost no one clicked through.
Meanwhile, employees were navigating cancer, caregiving, and mental health. Teams were creating health programs, employee resource groups, and local experiences, while Textron offered a growing collection of benefits. The stories and support already existed. The goal was to champion real stories, elevate the voices already shaping the culture, and connect employees with resources they could use.
THE STRATEGY
The old well-being communications told people what they should be doing. I wanted to show them what was already happening around them. Instead of leading with tips and resources, I looked for stories that could make those resources feel relevant. An employee's cancer journey opened the door to a conversation about prevention. A working parent's experience highlighted caregiving support. An ERG spotlight showed how connection and community contribute to well-being.
At the same time, I wanted employees to immediately recognize well-being content wherever they encountered it. I developed the vision for a dedicated Well-Being Corner brand and partnered with external vendors to create the logo, masthead, icons, and overall visual system.
BEFORE AND AFTER
** sample issue, design system shown with placeholder content.
Watch: Textron Surpasses Its Five-Year Sustainability Goals
