It needs a communications function that knows what matters, what works, and what to stop. That's what we redesign.
Employee communications will change more in the next three years than it has in the last thirty.
The organizations that navigate this well won't get there by accident. They'll get there because someone deliberately redesigned how their communications function works, before the pressure made it unavoidable.
We work primarily with the leaders accountable for making communications functions work at scale and proving their value, alongside the HR, workplace, and executive stakeholders around them.
You're being asked to prove impact in a language your current metrics don't speak. Open rates and impressions don't tell you whether understanding changed, whether the right people acted, or whether leadership trust improved.
You're accountable for how AI integrates into how people work: safely, ethically, and in ways that don't create more confusion than they resolve. The technology is moving faster than the governance.
You're receiving more reporting than ever and trusting less of it. The dashboards show activity. They don't tell you what employees actually believe, where confusion is concentrated, or whether your communications are moving people toward the decisions you need them to make.
"A global technology firm came to us unable to explain to their leaders why their communications weren't shifting manager behavior. Twelve weeks later they had a measurement model that could."
Signal Intent, in practiceMost large organizations are generating more internal communications than at any point in their history. And most communications leaders still can't answer the question their CEOs are asking:
"Is it working?"
The gap isn't a data problem. It's a design problem. Communications functions were built for a different era, when the job was production, distribution, and reach. That model is broken.
AI is accelerating production faster than organizations can absorb it. Channels have multiplied. Teams are being asked to prove strategic value while still running the content machine.
Getting there requires redesigning the function itself: how it's structured, how it operates, how it measures its own impact, and how humans and AI work together within it. That's the work Signal Intent was built to do.
"We have dashboards full of data. We still can't answer the question."
AI tools are dramatically increasing how quickly teams can produce content. But the governance, measurement, and judgment structures haven't evolved at the same pace. The result: more activity, less clarity.
It's a design problem, not a data problemThe gap isn't a technology problem. It's a design problem.
Most teams are adding AI on top of a function that was already unclear about its role. You can't automate your way out of an operating model problem.
Most engagements begin with one urgent constraint and expose connections to the others. We keep all four in view while designing the work around the change your organization actually needs.
We define what your communications function should look like in an AI-augmented organization: what your team owns, what AI handles, where human judgment is non-negotiable, and how the two work together in practice. This isn't a vision deck. It's an operational blueprint for how your function runs two years from now.
We redesign how content is created, routed, and governed across your channels: reducing duplication, eliminating noise, and building workflows and guardrails that let AI accelerate production without degrading quality or trust. The result is a system where more gets done with less, and the organization can tell the difference.
We define the roles, workflows, and decision rights that make a modern communications function run, then build the skills and habits your team needs to operate that way. This is the work that turns future-state strategy into an enduring model.
We replace volume metrics with measurement that tracks what leaders actually need to know: whether understanding changed, where confusion is concentrated, how employee sentiment is shifting, and whether communications are connecting to the behaviors that drive business outcomes. We've done this work inside organizations of 100,000+ people. It produces insights that survive the hot seat.
We are advisors, not a dependency. We diagnose and design the system, then leave your team capable of running it.
Each engagement is different. The pattern is consistent: leaders get answers they couldn't get before, and teams get systems that keep working after we're gone.
Start with a focused diagnosis before committing to a larger transformation.
Is your biggest constraint measurement, operating model, workflow, AI governance, or something upstream of all four?
We review how your function currently measures impact, organizes work, and uses AI, then identify the gap with the greatest effect on your team's strategic value.
We start with a short, structured diagnostic, not a proposal. We map your current state: what you're measuring, how your function is set up, and where the gap between signal and intent is largest. Most teams find clarity in the first conversation.
We co-design the future state with your team. The people who have to operate the new model are part of building it, not handed a document after the fact. This is where the strategy becomes real, not theoretical.
Every engagement ends with your team capable of running what we built together. We don't create dependencies. We build capacity: the roles, rhythms, systems, and skills that keep working after we're gone.
Signal Intent was founded by Luke Sinclair, who has spent his career working at the intersection of employee communications, measurement, and organizational change inside some of the world's most complex organizations.
The pattern he kept seeing: organizations generating more communication than they could interpret, and communications functions being measured on the wrong things (volume, output, activity) while leaders made decisions on incomplete or misleading information.
Most recently, he designed measurement frameworks that connected communications activity to real business outcomes across a workforce of more than 100,000 people. That work made one thing clear: the gap between signal and intent isn't a data problem. It's a design problem.
AI is accelerating that gap faster than most organizations are prepared for. The communications functions that will lead through that shift aren't the ones producing the most content. They're the ones who can tell leaders what's actually happening and are built to keep doing that as the technology and the organization change around them.
Signal Intent was built to help those functions get there.
A short conversation is usually enough to identify where the most important constraint may be sitting.
No pitch.
A useful first read on the problem.
Bring the question your team is struggling to answer. We'll help determine whether the visible problem is the real one and whether Signal Intent is the right partner for what comes next.
Book a 20-minute conversationOr write to us: hello [at] signal-intent.com
+1 917 410-0254New York · London