Turning Internal Tools into Culture Drivers
The Ask
Client: A global energy leader with a dispersed workforce
Role: Content Strategist & Creative Lead (operating at ACD Copy level)
The Real Problem
How do you get employees to care about a new intranet when most ignore the old one?
The original platform was clunky, outdated, and barely used. The redesign offered better functionality, but a clean interface wasn’t enough. Employees needed a reason to re-engage. The company needed to position the intranet as a modern, intuitive tool that actually supported their day-to-day.
This was a chance to shift perception, rebuild trust, and make internal comms feel meaningful again.
The Thinking Behind the Story
I came in as more than a writer. I was there to shift the story.
This wasn’t about feature lists or UI walkthroughs. It was about changing how people felt about the tool—how they saw themselves in it.
I worked closely with design, comms, and change management partners to build a message framework that centered empathy, clarity, and purpose. Then I brought it to life across every moment: from teaser emails to launch-day signage.
At every step, I asked: What does this need to feel like to be believed?
That’s where the real creative work happened.
Voice with a Job to Do
I led messaging and creative strategy to drive re-engagement from the inside out.
Created a tone rooted in clarity, confidence, and care
Wrote copy for teaser emails, internal ads, digital signage, and social posts across Workplace
Aligned messaging to brand voice while addressing real employee behavior
Collaborated with stakeholders to reflect real stories and feedback
Developed a rollout campaign that made the tool feel approachable, helpful, and people-first
Creative Impact
Reversed negative sentiment and rebuilt employee trust
Increased early engagement across departments
Positioned internal tools as valuable, culture-forward resources
Bottom Line
What once felt like just another internal rollout became a culture moment worth paying attention to.