Strategic communications and creative direction
I turn complex products, services, and missions into clear, compelling communications people understand, trust, and act on.
Strategic communications and creative direction leader with 15+ years translating complex technical and mission-driven work into effective campaigns, digital experiences, visual systems, and adoption communications.
Hi, I'm Arlene Goyette. I work across communication strategy, graphic design, brand systems, campaigns, executive presentations, digital platforms, and customer education.
I'm especially effective when the subject is technical, the stakes are high, and multiple teams must align.
I also take on select consulting projects through Clarifi Lab, LLC.
Selected communications and design work
Strategy, creative direction, visual systems, campaign development, and multichannel execution.
Emergency preparedness campaign
My role: Communication strategy, art direction, campaign development, and team leadership.
Defense medical technology brand system
My role: Brand strategy, creative direction, publication design, and integrated campaign leadership.
Multichannel engagement campaign
My role: Campaign strategy, audience segmentation, creative direction, and multichannel execution.
Where I create the most value
- Strategic communications for complex products, services, and missions
- Creative direction, graphic design, and visual storytelling across multiple channels
- Brand positioning, messaging, and communication systems
- Executive presentations and decision-ready visual narratives
- Product launches, customer education, and adoption campaigns
- Digital content, information architecture, and accessible experiences
- Stakeholder alignment across technical, policy, product, research, and communications teams
How I work
Clarity first. Adoption next.
01
Start with purpose.
Before designing a page, campaign, presentation, or product message, I clarify why it exists, who it needs to reach, and what the audience should understand or do.
02
Find the real communication problem.
Confusing communications often reflect deeper issues, such as unclear audience needs, competing priorities, fragmented workflows, technical constraints, or an undefined value proposition.
03
Connect strategy and creative execution.
I translate research, stakeholder insight, business priorities, and performance data into communication strategies, visual systems, content, and delivery plans.
04
Design for understanding and action.
I use message hierarchy, plain language, visual cues, accessibility, channel selection, and content structure to help people find what matters and act with confidence. I also create reusable templates, standards, workflows, and design systems that teams can maintain.
Selected experience
Experience across communications, design, and modernization.
Clarifi Lab, LLC
Founder and principal
Strategic communications, positioning, content strategy, creative direction, and experience strategy for complex organizations
U.S. Department of State
Customer Experience Strategist
Research, service improvement, executive storytelling, stakeholder alignment, and modernization recommendations
U.S. General Services Administration
Digital Content Designer
Digital modernization, content strategy, information architecture, accessibility, and measurable experience improvements
U.S. Department of Defense
Communications Director and Team Lead
Strategic communications, creative direction, branding, campaigns, stakeholder engagement, digital communications, and team leadership
Battelle and MCI
Marketing and communications leadership
Integrated campaigns, technical storytelling, product communications, design direction, customer education, and business growth support
Explore selected case studies and visual communication samples, or contact me to discuss strategic communications, creative leadership, digital modernization, or consulting support.