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

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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

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.

 

 

 

Coldwater Creek | Event In A Box Campaign

COLDWATER CREEK

EVENT-IN-A-BOX CAMPAIGN

digital  |  signage  |  print

Challenge & Opportunity

To drive foot traffic to retail locations, Coldwater Creek launched a localized experiential marketing initiative: hosted in-store events with exclusive incentives (e.g., gift items, store discounts, and co-branding opportunities for local hosts). With each retail store tasked to execute two events per month, the core creative challenge was to design an efficient, scalable marketing system that maintained brand standards while allowing rapid customization for localized print and digital promotion.

Strategic & Creative Leadership

Created a scalable, cohesive suite of templates for physical (in-store collateral, direct mail) and digital touchpoints (email blasts, social media assets) to ensure nationwide brand consistency. Store teams could quickly plug in custom host details as event requests were finalized.

Business Impact & Strategic Value

Powered nationwide execution across the entire store footprint, supporting a target cadence of two localized events per month per store without creating creative production bottlenecks. Blended digital outreach with physical, high-touch store experiences to increase local customer acquisition and overall store traffic.

 

My roles: Concept, Design, and Production

 

 

Peer landscape & Concept presentation

I researched other retailer’s in-store event collateral. Coldwater Creek’s campaign needed to continue the brand story while having a uniqueness that would stand out from the current in-store signage.

 

 

 

Final Email & Facebook Invitations

 

 

In-Store Signage

 

 

Printed Direct Mail, Gift Cards, and Handouts

 

Collette | map design & travel itineraries

COLLETTE

MAP DESIGN & TRAVEL ITINERARIES

concepts | collateral | digital  |  print

 

Challenge & Opportunity

Collette, a global leader in guided travel, required senior creative direction to market an expansive portfolio of tours. They range from classic group itineraries and river cruises, to niche faith journeys and private tours. The strategic objective was to articulate the distinct value of each travel category while maintaining a cohesive, high-touch brand identity that inspired booking confidence and resonated across diverse traveler demographics.

Strategic & Creative Leadership

Concepted and designed marketing assets across Collette’s varied tour verticals, creating visual hierarchies that clarified differences in group size, travel style, and destination depth. Elevated campaign imagery and editorial layouts to highlight Collette’s core brand pillars: transformational guest experiences, community impact, and hassle-free worldwide travel. Standardized art direction across print brochures, digital campaign assets, and promotional collateral to ensure seamless visual pacing across customer discovery channels.

Business Impact & Strategic Value

Streamlined visual navigation across complex tour offerings, helping prospective travelers evaluate and select travel styles faster. Reinforced Collette’s premium market standing by blending high-impact photography with an intentional narrative feel.

My role: Concept, Design, Production (used specialized software to design map itinerary).
Additional Team Collaborators: Copy, Marketing, and Production Manager.

 

 

Tour Map Design

Visualizing complex, multi-stop itineraries across Collette’s 200+ global tours required a standardized mapping system that delivered geographic precision while functioning seamlessly across both digital and print touchpoints. Using special software, I create a scalable, multi-purpose map for every tour that served as an intuitive navigation tool for travelers, and a foundational design asset across marketing channels. I managed annual updates and production execution for 200+ custom tour maps, drastically reducing cross-channel design overhead.

 

 

 

Digital Tour Itinerary

When travelers selected an itinerary on Collette’s website, they needed a cohesive, professional printout to serve as a tangible reference. The objective was to design a standardized digital-to-print template. It summarized trip details, included branded elements, tour naming, pricing, location photography, general experience copy, detailed daily itineraries, and custom maps, into an elegant document that maintained brand integrity across all home-printed assets.

 

 

 

Tour Brochure Design

Tour brochures were printed in multiple sizes and frequently used by travel agents.

 

 

 

Group Travel Planner

Travel professionals rely on Collette’s annual Travel Planner as a primary sales enablement tool to review and book client travel. The strategic challenge was to update this B2B resource, incorporating new destination photography, evolving travel guidelines and planning tools. It streamlined workflow for external advisors while reinforcing Collette’s premium brand positioning.

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J.L. Powell | Endangered Species Campaign

J.L. POWELL

ENDANGERED SPECIES DIGITAL & PRINT CAMPAIGN

concepts  |  print  |  digital

 

Challenge & Opportunity

J.L. Powell (later becoming “True Measure of a Man”), a high-end men’s apparel and accessory brand catering to affluent, sports-minded consumers (average age 60, household income $200k+). The customer required an integrated visual strategy for its annual “Endangered Species Sale.” The primary objective was to drive high-volume inventory clearance across print and digital channels while maintaining the brand’s luxury, bespoke positioning and strictly adhering to unique customer preferences, such as headless model framing.

Strategic & Creative Leadership

Cross-Channel Campaign Conception:
Led the end-to-end creative direction for the annual sale event, managing merchandise layout, visual storytelling, and strategic SKU placement across print catalogs and digital channels. Referenced demographic insights to visual execution, maintaining the brand’s signature headless model art direction to align with customer response data and preserve brand trust.

End-to-End Print Operations:
Designed, produced, and prepped seasonal and Endangered Species catalog and Clearance inserts. Handled color retouching and direct press proof approvals with the printer to ensure flawless production quality.

Digital Ecosystem Execution:
Created supporting e-commerce assets, including landing pages, hero banners, product thumbnails, and category header graphics to create a seamless print-to-digital promotional experience.

Business Impact & Strategic Value

Accelerated seasonal inventory clearance across luxury apparel and high-ticket technical gear without diluting brand equity. Unified print and digital touchpoints to capture maximum share of wallet from a high-net-worth customer segment during a key revenue window.

My Role: Concept, Art Direction, Production, Vendor Management
Team Collaboration: Partner directly with CEO and Creative Director, Merchandiser

 

 

Dotcom Campaign Elements: Homepages, Product Thumbnails, Category Headers

 

Print Campaign Elements: Concepted & Designed Catalog Spreads with Clearance Insert

 

Citizens | Digital HELOC Campaign

Citizens

DIGITAL HELOC CAMPAIGN

concept  |  branding  |  social + digital media

 

My Roles: Concept, Design, Social Animation, and Production
Collaboration with Lead Copywriter: Mike Santopietro

Challenge & Opportunity

Citizens launched a digital acquisition campaign targeting homeowners (ages 35+) with strong credit and borrowable equity to drive Home Equity Line of Credit (HELOC) originations. The primary obstacle was consumer friction around interest rate volatility, closing fees, and information overload. A creative challenge given was to develop attention-grabbing visuals, through eye-catching imagery, design, or copy that’s fun, interesting, or unexpected.

Partnering with a lead Copywriter, we developed a performance-driven paid media campaign that positioned Citizens HELOC (and its Citizens FastLine) as the smartest, fastest, and most cost-effective way to fund major life goals.

Strategy & Leadership

With a Copywriter, simplified complex financial concept such as rate drops, lowered promotional interest rates, and zero closing costs into bite-sized, high-converting creative concepts. Designed, animated, and produced a campaign of paid digital assets, including animated Meta/Instagram Stories, Reddit, Meta static and animated posts, and multi-size display banners.

Pushed visual and conceptual boundaries utilizing eye-catching motion design, dynamic typography, and a bold layouts to break through social media feed clutter while maintaining financial compliance and brand integrity.

Business Impact & Strategic Value

Targeted high-intent borrowers likely to draw balances within 90 days, fueling long-term customer lifetime value and cross-sell potential across Citizens’ portfolio. The journey from digital media takes the viewer to learn more and apply for a HELOC using Citizens Fastline.

 

 

Animated Social Post
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Animated Social Post
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Static Social Posts