My role
Senior Designer on team of five designers
Supported Private Wealth Management, New York region, and a company-wide rebranding effort
Design on a regional pilot project brought in $3MM in deposits in short term, initiating rollout to additional regions
Supported the Bank’s 20% year-over-year growth
Completed over 550 projects from 2018-2022
Collaborated with nearly all marketing subteams over 7 years’ time
Creative workflow
The diagram below details the process of asset generation, from initial request to project archiving.
![](https://framerusercontent.com/images/y985kDb0op5acvtXzMlInR2JAg.png)
Brand awareness campaigns
Campaign generated a 10% brand awareness lift in New York
470MM impressions during 2021–2022
Iterations displayed in Hudson Yards, Grand Central Station, and Chelsea Piers for 3 years
![](https://framerusercontent.com/images/457xOabJYPmTlUmBi5XUzj4Pw.png)
![](https://framerusercontent.com/images/jAazbeNdZmymJ7wWcQxd96I1y4.png)
Proprietary typefaces
Developed in correspondence with type house Dalton Maag
Optimized for brand and digital finance
Static and variable formats
![](https://framerusercontent.com/images/89IAjHTQ4blYxfabJyEIjrpYr0.png)
Digital advertising and social media
Design and animation for numerous campaigns across social media, retail digital signage, and digital advertising
Infographic evolution
Evolution (from left to right) to align legacy infographic with refreshed brand
![](https://framerusercontent.com/images/SzAmivgbRiiilWkMEMw2PU33Hk.png)
![](https://framerusercontent.com/images/VVwBl72mHVHMH1c3QDjIfJf5Bbw.png)
Business materials
Interpreting business intent, user needs, and brand guidelines into many assets over 7 years' time, in collaboration with cross-functional teams
Flyer with elements used for composition (below)
![](https://framerusercontent.com/images/ewnYwTMd8NjAas5iBXBAVngCEQ.png)
![](https://framerusercontent.com/images/hxVioZCw7idWtVN8W7yZgCRpgo.png)
![](https://framerusercontent.com/images/gD1D6EG7F4ttKVXeVe4xrms2s.png)
![](https://framerusercontent.com/images/6vAwk05KCCtiDogOuEbfXkOeoTk.png)
![](https://framerusercontent.com/images/XsfLRrnq5VjyQbZnMxK87RUaZYE.png)
Direct mail for the ultra-high-net-worth
Target audience: Portland clients with $50MM minimum assets
Blind embossed cover, with custom full-color regional illustrations to anchor the piece to place
Aligning with cost and design constraints, target user expectations, and business need
Result: Pilot quickly brought in $3MM in deposits to Portland offices, initiating rollout to additional regions
![](https://framerusercontent.com/images/IkrJ1qczVkoKJXBVV06xWwO1KIg.png)
![](https://framerusercontent.com/images/6thCLbZTvEJsacv85AXN2rVtgFo.png)
![](https://framerusercontent.com/images/j9gJTAA2TY9acC73rIPv1EQqw.png)
![](https://framerusercontent.com/images/ScPAWh3Vbfwv4wzBXZm56hxgzGw.png)
Wealth management newsletter
Port of legacy wealth management newsletter into templatized magazine format
![](https://framerusercontent.com/images/mYC5EiKQFJ95h2pOlCJda90qNA.jpg)
![](https://framerusercontent.com/images/bM9aNUMMF3BhcYIg6laNYXeAVo.jpg)
Design guidelines and templates
Design guideline and templates for one-sheets
Increased efficiency and consistency across assets and designers
Foundational for later guidelines
![](https://framerusercontent.com/images/2HhA5zR9Qv9nOKyvPwzIZejFM.jpg)
![](https://framerusercontent.com/images/4zvNOTe2evUWfLoGfdt0C50y2Y.jpg)
![](https://framerusercontent.com/images/YxQadP3N1B0Gdo7syGDAbN3gaYA.jpg)
![](https://framerusercontent.com/images/mWZ3hS0iqlT4kzKNhonnanGVCo.jpg)