Developed art direction and branding for a public-facing B2B digital campaign supporting Citi’s enterprise digital banking offering.

Digital Assets B2B Campaign

Developed art direction and branding for a public-facing B2B digital campaign supporting Citi’s enterprise digital banking offering.

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Deliverables

Art direction
Branding
Digital ad campaign

The Challenge

Communicate security, global scale, and how Citi’s products work together, while adapting as priorities shifted.

Approach

Built the campaign around a continuous “light arc” concept, extending Citi’s existing arc iconography into a more abstract, modern visual system.

Designed the arc to flow across assets without a defined beginning or end, reinforcing ideas of continuity, reliability, and connection across Citi’s products and services.

The Result

Delivered a cohesive digital campaign that maintained visual consistency across touchpoints while reinforcing Citi’s core messaging. The system held together across a public rollout despite shifting requirements throughout the campaign.

From MSNBC sets to Xbox pop-up living rooms, my experiential work aimed to pull attendees into the story of the brand.

Each activation was created in conjunction with agency partners, whether arming gaming press with the tools to dominate, giving players hands-on access to a new console, or turning broadcast sets into immersive event spaces. These projects showcase how a carefully crafted environment can turn audiences into active participants and leave a memorable impression.

Some of the work shown here was pitch work, demonstrating the potential of story-driven brand experiences.

Deliverables