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Accomplishments
- Visualized conceptual strategy, including creation of layouts, designs, graphics & typography
- Worked within clients established brand identity standards
- Directed team of Designers & Production Artists and coordinated and supervised all tasks
- Presented designs to client
- Worked with cross functional team members to integrate creative/technical/design solution
- Coordinated with site authors for Quality Assurance purposes to maintain conceptual integrity through to delivery
- Authored Creative Brief
Overview
Citi required a more consistent brand architecture and identity standards. The site had to serve as an umbrella to over 70 destinations in many business units and geographies. Citibank.com was unprepared for the client's already scheduled $150 million dollar national ad campaign.
We worked with the client's ad agency to leverage existing Citi standards in developing an online look and feel to complement the agency's brand collateral. We created a content-rich entry point into Citi online, rendering the top navigational tool in dhtml to allow users to access all areas of the site, creating a portal for all Citi business units.
After the debut of the new site, Gomez rated Citibank.com the #1 online bank in the US. They established consistency with offline brand positioning and promise, and increased ease of use with fewer clicks to important information.
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