Internal Communications Strategy

ARCO National Holdings

Driving Positive Workplace Culture

Problem: As ARCO grows rapidly, teams across divisions risk feeling disconnected. There is a need to maintain high motivation to win deals, strengthen inclusivity for minority groups, and ensure clear communication between field staff, office teams, and executives.

Insight: Celebrating milestones can boost motivation and morale, while fostering inclusive employee groups can improve retention rates and attract more diverse applicants.

Idea: Develop consistent office and digital communications that showcase accomplishments across all teams and locations, fostering a stronger sense of connection and belonging. Establish ESG-focused groups to support diversity, sustainability, and community engagement.

Solutions:

Quarterly newsletter highlighting employee successes and company milestones
ERG group logos to create unique group identities
Custom TV signage displaying current sales and achievements
Company-wide events that promote connection across divisions
Personalized cards for employee recognition and holidays
Regular intranet updates to keep all employees informed

Quarterly Newsletter

I collaborate with holdings-wide team leaders to produce a comprehensive quarterly update for all associates. This newsletter shares insights from every location and division, helping connect remote and in-person teams. The initiative has strengthened company pride and increased awareness of projects across the organization.

Employee Resource Groups Branding

When tasked with delivering two ERG group logos in under 24 hours, I saw an opportunity to create a custom identity that would resonate with ARCO associates and encourage participation rather than simply fulfilling the CEO’s last-minute request for the annual report. I developed two variations for the Women’s Network and Veterans Network: a modern, minimal design suited for proposals, corporate filings, social media, and responsive small-screen applications, and a more event-focused version for internal use on merchandise such as shirts, stickers, hardhats, and water bottles. For certain associate-focused digital uses, the logos were adapted to include both wordmark variations, creating a more unified and recognizable identity across the company.

Office TV Designs

As part of ARCO’s internal communications strategy, I designed branded, dynamic TV slides to keep associates connected and informed across all locations. The rotating content features real-time sales updates, project milestones, safety reminders, and associate recognition, transforming office common areas into engaging hubs for company culture. This visual channel reinforces transparency, celebrates achievements, and ensures that important updates reach both in-office and field teams.

Kids in Construction Activity Book

Fun Fact: Active jobsites can be inspiring field trips for kids to learn about the construction process. To keep the learning going after the tour, I designed, printed, and bound a custom activity book that’s sent to jobsites for students to take home. Who knows—maybe it will spark a passion that inspires the next generation of construction leaders!

view book

Custom Branded Merchandise

I’ve designed a wide range of branded materials for field teams and Fortune 500 clients, but this charity jersey for ARCO’s Pedal the Cause team stands out as a favorite. It was a unique request that blended my professional expertise with my personal passion for cycling and charitable causes.