Citizens

FRAUD HUB DEVELOPMENT AND CYBERSECURITY CAMPAIGN

concept & strategy | design and social animation | digital & social

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

Project Overview

Developed 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 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.

Cybersecurity Social Campaign:
Develop a multi-channel campaign that positioned Citizens as a trusted advisor in fraud prevention and cybersecurity. The campaign spotlights the newly launched Fraud and Cybersecurity Hub, emphasizing the depth and accessibility of resources.

Business Impact

Provided clear, self-service remediation paths for identity theft victims, helping streamline customer support workflows during high-stress moments.

Social campaign results

Lifestyle imagery delivered 25.6% more efficient CPC than all-type creative with similar cost per visit.
First-time placement of Convenience content on Reddit, achieving strong average time on site, signaling high-quality engagement.