In the aftermath of the financial crisis, Citi sought to present itself not as an impersonal money-making machine, but as a genuine force for good.
Working with Lippincott, I focused on framing Citi's work in terms of "Progress," and developed a brand voice that captured openness, dynamism and a commitment to personal development.
One brand awareness approach we used was something called "Citi for Cities," in which case studies (which I wrote) told the story of the impact the bank was making on real people's lives. Here's the microsite:
And here are a few of the one-sheets I developed for "Citi for Cities" that were used to generate the site and other collateral.