10th Anniversary, Book of Insights
A collaboration with agency, Womenkind, we developed the brand materials to support the Anniversary campaign promoting Citi’s Women & Co.
Celebrate the success of Citi’s only division dedicated to wealth management for women, while giving the marketing team materials to illuminate the key benefits their service offers women, through all stages of their financial lives.
Appeal to successful women in a way that positions Citi’s Women & Co. as a trusted invaluable resource to women of all walks of life looking for guidance managing their assets while fitting into the identity of a multinational corporate brand.
The members are accomplished women in their own right, so marketing to them required a balance between the authority of a major institution and a confidential conversation with a trusted mentor.
Leveraging the global expertise behind Citi, while providing a more intimate connection with the consumer, we built upon the trusted relationship with Women & Co. We crafted a brand statement and logo mark to highlight the key benefit: “10 Years of Wisdom, Wealth and Women” and this mark became the marquee element across all materials.
Women & Co is a forum for sharing insights both among the members and Citi. To bring that idea to life we used the corporate colors as a banner that weaves from person to person, and from one nugget of information to another. Additionally the red line also becomes a hand drawn element that brings to life the narrative within various documents – with a personal touch. In order to maximize authenticity we added membership dates to each photo in order to emphasize that each member has contributed to each other’s success of the over the last ten years.
We felt that the women of Women & Co. should play a large role in the brand materials and so shot them as well as the Citi management team and wove the images together in a design that highlights the insight each has gleaned form their collaboration over the years. Instead of choosing traditional portrait shots, we emphasized the conversation amongst these women. The result created a forward momentum and the feel of an open conversation amongst all the marketing materials.
The result was a unified campaign that included a “Book of Insights” celebrating the first ten years of Women & Co as well as a marketing brochure that highlighted Citi’s history of “firsts” – including being the first major bank to cater to the distinct needs of women. The “Citi Firsts” brochure recently won Platinum at the 2010 MarCom Creative Awards.
Production: Zenith Graphics
The design for this DVD package was driven by the need to create a branded system that could live over the course of a few years, while also providing fresh details about new projects as they are completed.
The design solution involved creating an interior case that contains a DVD and individual project cards that can be interchanged freely. The outer sleeve was designed to be changed every season, with an evolving mandala design featuring the Pure logo as its source.
T Shirt & Skateboard Design
Good Shit Promo Card
Production: Shore Printing
Introducing a fledgling design studio, these business cards were driven by the provocative brand statement, “Good Shit”.
The cards act as a demonstration on the power of visual communication – meant to show that good design is more than nice art direction. Great design is built on bold ideas. Two seemingly disparate ideas have the potential to make a good idea, a great one. Good Shit.
To achieve this, we made the backs of the cards visual game of contrasting words and images designed to illicit the receiver to ponder a third – bigger story. Bullets are arranged in the shape of a heart. A diamond over a bed of coal. Mother Theresa and Charles Manson? Milk and cookies…
I won’t tell them all – look for yourself! We were delighted when the system was highlighted in Creativity June 2005!
Creative Direction by Aaron King
Design by Aaron King, Tim Barker, Kristie Gerhart, Juan Rosenfeldt, and Paul Wei. Illustration by Kristie Gerhart, Pat King, and Paul Wei.