Reinvigorating a global financial institution

Reinvigorating a global financial institution

I helped Citi rediscover its purpose.

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:

Citi for Cities

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.

Citi for Cities Guides

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Defining a new identity for an iconic technology company

Defining a new identity for an iconic technology company

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