Xfinity Mobile

Xfinity Mobile is Comcast's entry into the mobile service vertical. The assignment was to develop and launch a beta version of the product to select customers.

As Creative Director, worked closely with the Group Director and Director of Experience to lead a 20+ person product design team on the client engagement. Responsibilities include design management, oversight of brand strategy & development, website, viral game, packaging, hardware design, and mentorship of designers. In addition, worked closely with the client to provide creative leadership and oversight to partner agencies on consumer service product.


Client: Comcast
Agency: Code & Theory
Role: Creative Direction, Design Management


Branding & Visual Language

Rooted in Xfinity's brand principles with an eye to differentiate from the competition, worked  closely with the client to define Xfinity Mobile's mission, personality & tone and distilled the brand strategy into a visual language.


Responsive Website

The light & airy look reinforces the simplicity and transparency of Xfinity Mobile's service. The core experience is designed to feel human, approachable and relatable. From learn to purchase path and usage support, each moment of the journey is designed to help set customer expectations from the use of the visual language to the written word.

Additional responsibility include providing creative oversight for partner agency on the design of the support native app and the customer communication journey (email, SMS).



Xfinity Mobile's mission is "Mobile The Way It Should Be". The packaging is designed to extend that level of customer care into the unboxing experience.  It is designed to be instructional but friendly, with high touch and personalization. 

Worked closely with the industrial design team, providing creative direction for structural packaging, graphic design, and copy direction of a flexible shipper box system, quick start guides, personalization stickers, SIM card, tissue paper, and packing slip.


Viral Game

Creative direction for Xfinity Mobile's viral game with character "GiGi", overseeing the creation for the gaming environment & character design, with input on gaming rules.


Hardware Product

Providing branding feedback to the industrial design team on the look & feel, interaction, and behavior of the hardware product.