INTERNAL TEAM IDENTITY

Comms, Culture, & Engagement

Project Type: Logo Design | Identity Design | Motion Graphics

[Image: Hero Image]

The Communications, Culture, & Engagement team brings Navy Federal's culture to life through internal communications, employee engagement programs, recognition initiatives, events, and storytelling-driven experiences. While primarily focused on headquarters-based initiatives, the team also supports cross-campus alignment efforts that help create a connected and consistent employee experience across the organization.

Project Involvement

As the team's role expanded beyond its original communications focus, I led the rebranding of the former Enterprise Portfolio Management Office (EPMO) Comms team to Comms, Culture, & Engagement. I developed a refreshed visual identity that better reflected the team's mission of fostering connection, strengthening culture, and enhancing the employee experience across campuses.

[[Image: Former Logo > New Logo]

Logo Development

Concept Development

Management requested that "HQ" be incorporated into the logomark, while remaining separate from the team's official name, Comms, Culture, & Engagement. To explore this direction, I developed several concepts that represented the team's core focus areas.

I always begin with black-and-white concepts to evaluate the strength of the mark before introducing color, ensuring the design remains clear, recognizable, and effective on its own.

My early explorations incorporated a megaphone to represent communications, the Navy Federal globe to symbolize culture, and a chat bubble for engagement. The challenge was distilling these elements into a clean, cohesive mark that felt modern, recognizable, and adaptable across a variety of applications.

[Image: Initial B&W Concepts / Colored Concepts]

Concept Refinement

Through the concept exploration phase, I found that combining multiple symbolic elements created unnecessary complexity. The strongest direction emerged from a simpler approach that emphasized clarity, scalability, and immediate recognition while still incorporating the required HQ designation.

[Image: Refinement]

Final Logo System

The final logo balances professionalism and approachability while providing flexibility across both digital and print applications. By simplifying the visual language, the mark remains recognizable at a variety of sizes and supports a wide range of team communications and events.

[Image: Final Logos]

Visual Identity Guidelines

In addition to the logo, I established a supporting visual system that aligned with Navy Federal's brand standards while giving the team a distinct identity for employee-facing communications.

[Image: Color Palette / Assets / Guidelines]

Brand Application

Once established, the new brand was rolled out across presentation templates, email communications, event materials, digital signage, recognition programs, and internal resources to create a consistent and recognizable experience for employees.

Outcome

The rebrand provided the team with a visual identity that better aligned with its expanded scope and mission. The new system created consistency across communications while giving the team a recognizable presence across employee engagement, recognition, and culture-focused initiatives.