REFRAMING EMPLOYEE
WELL-BEING AS CULTURE
PROJECT TYPE
Editorial strategy, brand development, enterprise campaign
ROLE
Editorial Strategy, Vendor Selection, 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.
THE IMPACT
I rebuilt Well-Being Corner around the way employees actually experience well-being. It's personal, connected, and different for everyone. The new editorial approach balanced human storytelling with clear, actionable information through recurring content pillars, including a featured story, quarterly spotlights, mental health resources, and learning opportunities.
GIVING WELL-BEING AN IDENTITY
MEETING EMPLOYEES WHERE THEY ARE
BRINGING WELL-BEING TO LIFE
Well-being comes to life when employees can experience it together. I partnered with HR, Benefits, IT and business-unit teams to create hybrid enterprise experiences built around shared conversations, learning and leadership engagement.
I led communications and coordinated delivery for Mental Health Month, Global Day of Well-Being, Self-Care Day and employee roadshows. My role included campaign strategy, event branding, speaker promotion, leadership messaging, business-unit coordination, logistics and live streaming with IT. I connected the in-person and virtual experiences so employees across locations could participate.
In 2025, the Mental Health Month keynote reached more than 13,500 employees worldwide. These programs moved well-being beyond awareness and created shared moments that connected employees to our culture, to one another and to the resources available to them.
PLANNING THE YEAR
I partner with the Enterprise Well-Being Team and the Director of Well-Being to decide what the year covers. Instead of building around awareness months, we build from benefits data, workforce demographics, engagement trends, and what employees are asking about.
Well-being could not live in a single newsletter or on one channel. To create a more consistent and engaging employee experience, I developed an enterprise well-being communications framework that translated company priorities into year-round storytelling, engagement opportunities and practical resources for HR teams and communicators.
At the center of the strategy was an annual Enterprise Well-Being Calendar that mapped quarterly themes, content plans and employee engagement opportunities. The calendar provided a shared roadmap across the enterprise while giving local teams the flexibility to tailor programs and communications to their employees. Supporting toolkits included messaging, branded assets, promotional materials, leadership guidance and engagement ideas that helped teams bring enterprise priorities to life.