Beyond

The passage of the Bipartisan Infrastructure Law created a rare, high-impact moment for broadband access in the United States. Billions of dollars were allocated to expand high-speed internet, but how that funding would be distributed and implemented was left largely to the states. Beyond, NCTA’s consumer advocacy arm, needed to mobilize internet users in key states to ensure those resources reached underserved communities and weren’t misallocated or wasted by inexperienced providers. The challenge was translating a complex policy moment into a clear, motivating message that could resonate with both rural and urban audiences. The campaign needed to feel urgent but not alarmist, optimistic without glossing over real inequities, and credible across the political spectrum. Broadband access had become a highly visible issue coming out of the COVID pandemic, and the creative needed to meet that moment with clarity, momentum, and trust. I led all aspects of design for the Connectivity Counts initiative, from campaign concept and brand identity through web, social, and video execution. I developed a flexible visual system and designed the campaign landing page to guide users quickly from understanding to taking action. Motion and social content extended the narrative across platforms, reinforcing key messages and maintaining consistency as the campaign scaled. Connectivity Counts provided Beyond with a cohesive, adaptable framework for consumer activation during a critical policy window. Strong stakeholder feedback and meaningful engagement helped drive messages to state lawmakers at a pivotal moment, supporting Beyond and NCTA’s efforts to advocate for broadband investment that prioritized communities most in need.