Citizens | Citizens Queens 10K Campaign

Citizens

CITIZENS QUEENS 10K CAMPAIGN

strategy & concept  |  art direction, design, and production  |  digital & social  |  vendor management

 

My Roles: Lead Art Director, Concept, Design, Social Design & Animation, Production, and Vendor Management
In Collaboration with Lead Copywriter: Val Maass.

Photoshoot, Video Footage, and Editing:
Greenhouse Video team: MC, Alex Champoli, and Katie Covino

 

Project Overview

Integrated 360° Creative Campaign (OOH, In-Branch Digital, On-Site/Festival Activations, Email Marketing, Social & Content Strategy)

The Challenge

As the title sponsor of the 2026 Citizens Queens 10K, Citizens continues to establish brand distinctiveness and deep borough-level affinity in the competitive New York Metro market. The challenge was to transform a single 10K event into a broader narrative: proving Citizens isn’t just a bank operating in NYC, but an active champion and trusted partner for every journey.

The Creative Strategy 

Val and I designed the visual and experiential strategy around the premise that Queens is NYC’s engine of potential: diverse, dynamic, and forward-moving. The art direction bridged the runner’s personal journey with the borough’s cultural identity, using high-energy visual touchpoints to make the race feel less like a standalone 10K and more like a landmark celebration of local community and opportunity.

Campaign Execution & Touchpoints

Out-of-Home (OOH) & Urban Takeover: Vibrant, locality-focused visuals across transit hubs and street-level placements throughout Queens and the broader NY Metro area, capturing runner momentum paired with iconic Queens motifs.

In-Branch Digital & Retail Experience: Immersive in-branch activations and digital display suites across Queens branches, inviting locals to engage with race content and event info ahead of race day.

On-Site Race Day & Festival Activation: End-to-end environmental design for the race finish line and post-race festival—featuring interactive installation spaces, community cheer zones, and branded photo moments celebrating borough pride. Most of these assets were created by a third party but approved by myself and Sponsorship.

Digital, Social & Direct Engagement: Integrated email and dynamic social campaign highlighting our support for Queens residents, runners, and supporters.

Business & Brand Impact

Market Distinction: Established Citizens as a distinct, community-firsbank in the NYC Metro area by anchoring sponsorship in local culture rather than generic logo placement.

Borough-Level Affinity: Deepened relationships with Queens residents and the NYRR endurance running community through authentic, localized storytelling.

Strategic Brand Runway: Successfully built momentum and established the design framework for Citizens’ upcoming TCS NYC Marathon campaign.

LIRR/Mets-Willets Point Station Domination
Signage spoke to both our support for the Citizens Queens 10K and Queens Night Market. Both are located in Flushing Meadows-Corona Park

Static Digital Urban Panels
Appeared above subway entrances from Manhattan to Queens

Subway Station Animated Live Boards
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Note for these two triptych boards: I arranged a photoshoot with Greenhouse photo team and Colleague talent to deliver on concept. 

Flushing Queens OOH Boards: I animated in both English and Chinese
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Static OOH Billboard

In-Branch Digital Signage
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Email, Landing Page, and Social Media Campaign

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Citizens | Cybersecurity and Fraud Hub Campaign

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.

Fraud & Security Hub landing pages

Click on image landing page to take you to full page.

Main Fraud & Security Hub landing page

 Student Identity Theft landing page

Identity Theft landing page

 

Phase 1: Fraud Hub Focus Social Campaign

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Phase 1: Identity Theft Social Campaign
(The all-type animation was tested against the lifestyle imagery. The lifestyle imagery performed better.)

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Phase 1: Student Theft Social Campaign
(The all-type animation was tested against the lifestyle imagery. The lifestyle imagery performed better.)

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Phase 2: Fraud Hub Focus Social Campaign

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Phase 2: Identity Theft Social Campaign

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Phase 2: Student Theft Social Campaign

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Citizens | Debit Card Fraud Campaign

Citizens

DEBIT CARD FRAUD CAMPAIGN

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

 

My Roles: Concept, Video/YouTube Art Direction & Design, Social Design & Animation, and Production
In Collaboration with Lead Copywriter: Jodi Tormey

Video Shoot and Editing:
Video Script, Jodi Tormey. Greenhouse Video Team: Ion Sokhos, MC, Alex Champoli, and Colleague talent

 

Project Overview

Aligned with Cybersecurity Month, I concepted, art-directed, designed, animated, and produced an omnichannel creative campaign. The campaign drove debit card security awareness to a (new) digital learning page on dotcom. This included the customer journey from discovery on social media, to learning more on dotcom, to applying for a debit card.

Challenge & Strategic Opportunity

Shift the narrative: The challenge was to pivot from fear cues toward an empowering, confident tone that appealed to mass-affluent and prospective retail customers.
Elevate existing high-value assets: While the core Debit Card Fraud and Safety Tips article already performed well organically, it required a visual overhaul to increase engagement, dwell time, and conversion.

Creative Strategy & Execution

Modernized content design: Redesigned the main dotcom article with a high-impact hero image, scannable infographic, and prominent visual CTA designed to lift user engagement.
Empowering visual language: Developed visual assets that reinforced safety, confidence, and the seamless everyday usability of the (Citizens) debit card.

Business Impact & Strategic Value

Modernized top-of-funnel educational touchpoints to reflect a confident, modern brand voice.
Transformed static text-based guidance into a visual learning hub, increasing content consumption and driving organic search authority.

Click image to dotcom landing page. 

YouTube Long Form Video and Short

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Social Media Posts

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Citizens | Financial Literacy Month Campaign

Citizens

FINANCIAL LITERACY MONTH CAMPAIGN

concept  |  branding  |  digital + social media

 

My Roles: Concept, Video Art Direction, Design, Social Animation, and Production
In Collaboration with Lead Copywriter: Brian Fudge.

YouTube Video Shoot and Editing:
Video Script, Brian Fudge. Greenhouse Video team: Ion Sokhos, MC, Alex Champoli, and Katie Covino (Video Editor and Animation), and Colleague talent

Challenge & Opportunity

Citizens launched a multi-channel campaign for Financial Literacy Month to position the bank as a trusted advisor. By pairing high-value educational content with an expansive digital strategy. The campaign addressed consumer financial anxiety while driving awareness and organic visibility to Citizens dotcom learning article

Strategy & Leadership

In a digital environment, we created long-form videos demystifying complex money management, supported by short-form YouTube Shorts and IG Reels to capture high-intent organic search and social traffic. Customized paid amplification (Reddit) focused on that audience, as well as other targeted social placements to drive traffic to dotcom learning hubs.

Business Results

Reddit outperformed 12-month LOB baselines across CPM, CPC, and CTR. Carousel creative proved most effective, driving a $1.08 CPC (vs. $1.59 baseline) and 0.48% CTR (vs. 0.42% baseline). Visitors averaged 03:56 on-site, with Reddit traffic spending 04:39 on page—outperforming both mobile app placements (03:31) and overall deposit baselines (03:03).

Validated a high-performing video and distribution model that expanded Citizens’ digital footprint across emerging channels (YouTube Shorts/Reels) while strengthening customer acquisition and brand trust. The YT Shorts each have 200K+ views.

 

Reddit: Carousel

YouTube: Intro to Financial Literacy Month
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YouTube Long-form

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YouTube Shorts

Click on Cover Image to View 

 

Wayfair | Kitchen & Dining Catalog Design

Wayfair

Kitchen & Dining Catalog

concept  |  branding  |  print 

 

My Roles: Concept, Design, Retouching, Production.
Other Credits: Marketing and Merchandising Team, Copywriter, and Wayfair Photo Team.

Challenge & Opportunity

High-intent online shoppers were browsing target product categories on Wayfair but dropping off prior to conversion.
Digital retargeting needed a tangible, high-touch counterweight to re-engage the lost opportunities, inspire consideration, and drive multi-channel conversion.

Strategic & Creative Leadership

Partnered with Marketing and Merchandising leadership to analyze category-specific drop-off metrics.
Responsible for concept and design of catalog, with framework focused on value, style storytelling, and depth of product range.

Business Impact & Results

US Market: Directed campaign reaching 4.0M circulation, generating $4.76M in net revenue within 60 days.
Canadian Market: Scaled strategy internationally to 431K circulation, delivering $343K in net revenue within 60 days.

An edited selection of Kitchen & Dining Catalog spreads for the US and Canadian Markets.

 

 

OPCO | brand development & design

OPCO

BRAND DEVELOPMENT & IMPLEMENTATION

concept  |  branding  |  digital  |  print  |  collateral

 

My roles: Strategy, Concept, Design, Production, and Vendor Management

Challenge & Opportunity

Operating Partners Collective (OPCO) — a network of elite financial executives in capital markets services, technology, and infrastructure — needed a distinct brand identity built from an existing initial logo. The core challenge was translating complex, high-stakes financial expertise into a cohesive brand system that resonated with senior industry stakeholders and clearly communicated their unique focus on execution and outcomes.

Strategic & Creative Leadership

Brand Positioning & Identity: Established the foundational brand strategy, defining OPCO’s core market positioning around the central thesis of “Catalyzing Outcomes.”
Cross-Channel System Design: Designed and executed the visual identity rollout across both print and digital touchpoints, establishing design standards tailored their financial sector leadership.
Strategic Messaging Framework: Anchored the visual and copy directions around four high-impact pillars: focused industry expertise, seamless execution, action-oriented implementation, and measurable success = Catalyzing Outcomes

Business Impact & Revenue Results

Market Differentiation: Established a unified, executive-grade brand presence that elevated OPCO’s standing among institutional capital markets clients.
Scalable Ecosystem: Delivered an end-to-end multi-channel collateral suite, streamlining future marketing, client outreach, and business development efforts.

 

The Pitch Presentation

Concept A: “Catalyzing Outcomes” is unique to OPCO’s brand positioning. I introduced the ascending line to show the acceleration, growth, and outcomes OPCO brings its’ clients. The ascension gives OPCO an advantage rather than using a ‘flat’ or horizontal line.

The ascending line is different and shakes up the traditional. It creates a “bridge” between the traditional and the new/younger companies.


Concept B: This concept with the linking ‘O’s represents the implementation, execution, engagement, relationships, and bandwidth that enables OPCO to stand out from other consultants and boutique agencies. The linking ‘O’s also speak to OPCO’s industry focus.

Concept C: As mentioned in the first option, “Catalyzing Outcomes” is unique to OPCO’s brand positioning. These lines however, show accelerated/catalyzing outcomes using two vertical ascending lines. A different execution to show a similar concept. This also ‘stands up a client’ and allows you to keep in touch – from the start of your relationship. Slightly more ‘traditional’ or ‘expected’ than the Concept A, but still different.

 

 

Final Branded Elements: Business Cards, Letterhead, Proposal Template

 

Final Branded Elements: Powerpoint Pitch Deck

 

Final Branded Elements: Style Guide

Picturia Press | Bushboys Book Design

PICTURIA PRESS

BUSHBOYS BOOK DESIGN

concept  |  editorial design  |  print 

 

Challenge & Opportunity

Picturia Press, a boutique agency specializing in bespoke storytelling, required an executive-level editorial design lead to bring the history of an Australian soccer team—the Bushboys—to life. The core objective was to extend an established brand identity into a comprehensive, high-finish 146-page publication that matched the raw, hard-hitting, and dynamic energy of the team while maintaining visual consistency across every spread.

 

Strategic & Creative Leadership

Editorial & Layout Strategy: Translated raw content and brand assets into a cohesive, highly engaging 146-page book layout.
Brand Expansion: Applied and scaled the team’s existing visual identity into a complex editorial system, using custom grid structures, bold typography, and impactful photo sequencing to emphasize a masculine, high-energy aesthetic.
Editorial Production: Managed design and content density, and spread-by-spread storytelling to ensure seamless visual pacing from cover to cover.

Business Impact & Strategic Value

Agency Trust & Delivery: Trusted design partner for Picturia Press, delivering a complex, print-ready publication on brief.
Scalable Editorial Framework: Built a high-value editorial publication that elevated the Bushboys’ physical brand presence and strengthened Picturia Press’s portfolio in bespoke sports publishing.

 

My role: Concept, Design, and Execution.
Picturia Press established book size. Client supplied brand guidelines, imagery, and copy. 

 


Selected Editorial Spreads

 

Coldwater Creek | Concepts & Design

COLDWATER CREEK

CATALOG CONCEPT & DESIGN

concept  |  branding  |  print 

 

My role: Strategy, Concept, and Design
The Cross-functional Team: Partnered directly with CEO and Creative Director.
Also collaborated with Copywriters, Production Manager, and Merchandising team to balance visual story with inventory priorities.

Challenge & Opportunity

Coldwater Creek required a freelance Art Director with deep catalog expertise to concept and execute seasonal print catalogs ranging from 72 to 124+ pages following a high-profile brand refresh. The objective was to maintain overarching brand continuity while crafting distinct visual chapters that elevated product presentation, deepened customer affinity, and optimized merchandise layout for high conversion.

Strategic & Creative Leadership

Editorial Direction: Understanding of the macro brand strategy and micro-level page execution, concepted and designed seasonal catalog drops, translating merchandising stories into high-impact, multi-page visual chapters.
Merchandise Placement & Page-Level Storytelling: Integrated deep retail merchandising knowledge to structure individual page compositions, using strategic SKU placement, visual hierarchy, and localized storytelling to trigger customer action. Applied newly evolved visual standards to inspire customer without crowding the page.

Business Impact & Strategic Value

Production Reliability: Provided senior creative direction, delivering complex, print-ready catalogs on tight seasonal production schedules.
Elevated Commercial Performance: Combined narrative storytelling with strategic product placement, optimizing visual pacing to drive engagement across touchpoints.

 

An edited collection of catalog layouts.

 

Coldwater Creek | Cardigan Concept Presentation

COLDWATER CREEK

CARDIGAN CONCEPT PRESENTATION

concepts  |  branding  |  print

 

My role: Strategy, Concept, and Design
The Cross-functional Team: Partnered directly with CEO and Creative Director.
Also collaborated with Copywriters, Production Manager, and Merchandising team to balance visual story with inventory priorities.

Challenge & Opportunity

For the Spring/Summer season, Coldwater Creek forecasted the cardigan with its matching shell as a top-five revenue driver.
Historically a high-converting catalog item, the core challenge was to design a multi-issue visual narrative across the season. The strategy required refreshing the classic twinset story to align with the brand’s modernized creative direction, driving repeat engagement without formulaic presentation fatigue.

Strategic & Creative Leadership

End-to-End Conceptualization: Created a seasonal visual strategy for the product line, leading the creative development from initial storyboarding through final layout execution.

Storyboard Sequencing: Developed multi-catalog narrative that evolved color stories based on inventory, styling, and photography across the season to sustain customer interest and purchase momentum.

Merchandise Presentation & Cross-Selling: Strategically structured spreads to highlight the cardigan-and-shell pairing, utilizing visual hierarchy, outfit building, and product anchoring to maximize average order value.

Brand Refresh Integration: Elevated layout structures, and refined typography to modernize a legacy item for the customer.

Business Impact & Strategic Value

Core Asset Revenue Protection: Safeguarded and elevated a key top-five seasonal revenue stream through multi-issue campaign strategy rather than one-off page designs.

Cross-Functional Alignment: Created clear storyboard frameworks that aligned merchandising forecasting, copy direction, and photo production teams around a unified seasonal vision.

Initial merchandise presentation & Seasonal inspiration board

 

 

 

Cardigan Concept Presentation

Highlighting the craftsmanship of the pointelle detailing and coconut shell buttons was a uniqueness the customer looked for. The visual strategy also capitalized on customer affinity for coordinated styling by featuring the cardigan alongside its matching shell and full head-to-toe outfitting. By pairing complete accessorizing concepts with customer testimonials to build purchase confidence, the cardigan presentations elevated a core revenue driver into an engaging, high-converting seasonal story.

 

 

 

Final Printed Cardigan Presentations

Despite the positive internal review of the concepts, the cardigan and shell story were strong enough to stand on their own.
The close up detailing of the hero shots drove home the quality and uniqueness that she, the customer was looking for.

 

Citizens | Annual Review

Citizens

ANNUAL REVIEW

concept  |  branding  |  digital   |  print

 

My Roles: Lead Art Director, Concept & Strategy, Design, Production, Vendor Management

Also in Collaboration with Greenhouse Copywriter: Mike Santopietro and Editor/Proofreader Lisa Rinkus
Greenhouse Photo & Video Team: MC and Alex Champoli
Partner directly with Investor Relations (and CEO), Shareholder Services, and Corporate Affairs

Challenge & Creative Opportunity

Concepted, designed, and produced the 24-page Citizens Annual Review and Proxy Cover. Then with the vendor, collaborated to ensure all schedule benchmarks were met and digital proofs approved by our team. Partnering directly with Investor Relations, translated the executive vision into a high-impact narrative.
Created specifically for shareholders, the book balances a retrospective of past achievements with a forward-looking view of the bank’s ongoing transformation. Challenged to modernize the traditional layouts, transforming them into a modern, engaging story that reflects the bank’s current evolution.

Strategy & Design Leadership

In-house imagery:
Updated standard stock photography with authentic, in-house imagery, reinforcing true ownership of the brand identity and creating a distinct corporate presence.

Modern visual direction:
Reimagined complex financial data, transformation charts and graphs, and executive messaging using bold typography, pops of color, dynamic grid systems, and intentional visual hierarchy.

Direct stakeholder leadership:
Managed direct design-to-Investor Relations/CEO collaboration, efficiently navigating executive feedback while protecting the creative integrity and modern feel of the book.

Business Impact & Strategic Value

Modernized shareholder experience:
Focused the annual review as a bold visual narrative to build strong investor confidence in the bank’s trajectory.

Elevated brand authenticity:
Championed creative execution through branded imagery and design, setting a higher design standard for executive-level communication. Note this is the first time all imagery, including the cover has been shot by Greenhouse Photo Team.

Select spreads from the final book.
A digital pdf is also available for download via Citizens website.