General Dynamics: Designing Clarity for a Complex Workforce
Project Overview
General Dynamics needed to communicate benefits and HR-related information across a diverse, highly technical workforce. I led the visual strategy and design for their internal communications campaign, turning complex content into clear, actionable materials that respected the company’s structured, no-nonsense tone.
The Challenge
With thousands of employees across defense, aerospace, and engineering disciplines, General Dynamics faced a unique communications challenge: how do you present critical HR and benefits information in a way that’s concise, brand-aligned, and accessible—without oversimplifying?
The Strategy
Our design approach emphasized utility and consistency, grounded in a visual language that felt reliable, professional, and easy to navigate. I developed a modular toolkit that allowed internal teams to maintain brand discipline while delivering employee communications that encouraged participation and improved understanding.
Creative Execution
Key deliverables included:
Enrollment Guides – Structured layouts to support decision-making across complex plan options
Postcards & Flyers – Concise, scannable content for use in plant environments and remote sites
Digital Graphics – Email templates and HR portal visuals optimized for quick digital reference
Custom Iconography – Designed to visually reinforce content themes like medical, retirement, and wellness
Content Collaboration – Worked with strategy and writing teams to maintain message clarity and brand tone
Results & Impact
The updated campaign led to smoother benefit enrollment cycles and stronger employee engagement with HR resources. The modular design system was embraced by internal teams and reused across multiple communication touchpoints throughout the year.
“The clarity and structure of these materials made a huge difference—especially for teams in the field who rely on fast, visual communication.”
— HR Business Partner, General Dynamics
Project Scope
Role: Lead Designer, Internal Comms Visual Strategist
Agency Partner: WTW
Deliverables: Print & Digital Benefits Materials, Iconography, Communication Toolkit
