Quarterly Signage: National Merchandising Campaign
The Ask:
Citi needed a national in-branch campaign to promote its latest banking products and limited-time offers across retail locations nationwide. Updated quarterly, the messaging had to stop customers in their tracks, simplify complex financial offerings, and make it easy to understand the value of products ranging from checking accounts to wealth services
Creative Solution:
We developed a messaging system that translated financial products into clear, customer-focused benefits. Paired with approachable lifestyle imagery, the copy brought clarity to complex offerings while creating a consistent voice across interior and exterior branch signage.
CITI/AADVANTAGE Globe Card - Direct Mailer
The Ask:
Citi challenged us to create a direct mail package introducing the new Citi® / AAdvantage® Globe Card. The objective was to pair a compelling promotional offer with aspirational messaging that would resonate with consumers seeking elevated travel and lifestyle experiences.
Creative Solution:
My partner and I developed the "Get There" concept, built on the idea that travel is about more than reaching a destination—it's about everything that happens along the way. We positioned the Globe Card as more than a financial product; it's a gateway to going farther and experiencing more with every journey. The creative balances aspiration with a strong promotional message, inspiring consumers to imagine what's possible while motivating them to apply.
Front of the mailer
Back of the mailer
Address insert
Back of address insert
Benefits insert
Unfolded back of benefits insert
Unfolded front of benefits insert
CITI/AADVANTAGE Globe Card - Email
The Ask:
Citi asked us to extend the "Get There" campaign into consumer email, carrying the concept and messaging from the direct mail package into a digital experience that would engage customers and drive response.
Creative Solution:
We translated the "Get There" platform into a series of mobile and desktop emails, maintaining a consistent voice, tone, and visual identity across channels. The messaging reinforced the campaign's aspirational travel story while giving the client the flexibility to update promotional offers without losing the integrity of the creative concept.
Additional work for Citibank and Citi/AA:
Strata Family posters
Citi referral posters and related ATM
Citibank ATM screens
Citi/AA Airline poster and related web banners
Citi/AA Centennial Banner and marketing copy