challenges:
DIRECTV’s external consumer brand didn’t represent their internal culture; having the old-tech word “TV” in its name made attracting and retaining new-tech talent difficult.  Visual strategies for the many departments and sub-brands had to be considered and created.

solution:
I worked with their Corporate Communications team to create a new internal visual brand under the employee-centric vision statement “Entertain Your Future.”  New communications “got real” by featuring actual employees and testimonials.