As a senior-to-lead designer, I collaborated with content and authoring teams to develop cohesive visual systems and campaigns that shaped Xfinity’s evolution into the streaming space.
When I joined Xfinity, the entertainment landscape was rapidly evolving, with streaming platforms becoming central to how customers engaged with content. Xfinity recognized a major opportunity to expand its footprint beyond traditional cable by integrating premium apps and creating a more cohesive streaming experience across its ecosystem.
I worked alongside content and product teams to develop and maintain visual style guidelines for promotions and content collections across the X1 and Flex platforms. My role extended from managing large-scale campaigns including the 2018 PyeongChang and music and free viewing campaigns to supporting app integrations for Netflix, Hulu, Peacock, and Pandora. I was responsible for designing how these partner brands showed up on the Xfinity platform, ensuring both brand integrity and a unified customer experience.
The Xfinity Visual Style Guide established a "brand weight" system that transformed how promotional content was designed for the video platforms. This framework provided clear standards for when to deploy Xfinity's signature elements like the expressive X, dynamic angles, and extended color palette versus when to let partner content take center stage. By codifying everything from pixel specifications to high-level art direction, the guide drove customer engagement through structure, consistency, and strategic visual hierarchy which helped in creating a sustainable system where both Xfinity's brand and its content partners could thrive.
As our promotional needs scaled, I found myself spending hours each week creating editorial tiles for new collections — time that could be better spent directing campaigns and refining our visual strategy. To solve this, I partnered with our prototyping team to create an internal Editorial Tile Creator, a lightweight tool that empowered our content authors to design their own on-brand tiles.
With just a few inputs — a background image, show logo, and customizable text fields — authors could quickly generate promotional assets in the correct aspect ratios and export them for upload. This not only cut down on production time but also helped democratize the creation process. The tool saved our team dozens of hours per week and allowed me to shift my focus toward larger brand initiatives and campaign development.
