Citizens

CYBERSECURITY AND FRAUD HUB CAMPAIGN

strategy & concept | video art direction, design, and social animation | digital & social

Project Overview

Developed the net-new Fraud & Security Hub on the Citizens website which included the main landing page and dedicated sub-pillar pages: Identity Theft and Student Fraud. Then, created a social media campaign, including shooting for YouTube videos in tandem with Cybersecurity Month to drive awareness to the new Hub.

Challenge & Strategic Opportunity

The challenge was building focused, audience-specific hubs — one handling high-anxiety crisis recovery for identity theft, and the other demystifying emerging scams targeting students and their parents.
Both pages required a balance between immediate crisis management (what to do if impacted) and proactive financial education (how to spot evolving threats).

Creative Strategy & Design Execution

Fraud & Security Hub Page:
Created visual icons and treatments to create a sense of urgency and set it apart from the environmentally “softer” lifestyle photography.

Identity Theft Sub-Pillar:
Designed an action-oriented crisis navigation layout, visually prioritizing immediate remediation steps, credit locking guidance, and direct contact channels. Formatted proactive prevention tips into scannable visual modules to help customers safeguard personal data long-term.

Student Fraud Sub-Pillar:
Developed an approachable, modern visual identity tailored for young consumers and their parents, framing security as an empowering element of financial independence. Built dedicated sections highlighting student-specific vectors (e.g., tuition scams, fake job offers, peer-to-peer payment fraud) paired with practical, real-world defense tactics.

Concept for main and sub-pages visually mirror the overarching hub architecture, creating a unified look across all fraud education assets.

Business Impact & Strategic Value

Provided clear, self-service remediation paths for identity theft victims, helping streamline customer support workflows during high-stress moments.
Our team built a flexible, modular layout framework prepared for activation during targeted media pushes.

My Roles: Concept, Design, Social Design & Animation, and Production
In Collaboration with Lead Copywriter: Jodi Tormey. Web team and Marketing Partners

Plus Video Shoot and Editing:
Video Script, Jodi Tormey. Greenhouse Video team: Ion Sokhos, MC, Alex Champoli and Katie Covino, and Colleague talent