Citizens Bank

Good Banking is Good Citizenship

Brand Marketing Campaign

In the wake of the late 2000s financial crisis, banks were not necessarily seen as the good guys. Owned by the particularly troubled RBS, Citizens Bank sought to rebrand itself as a community-oriented, responsibility-first bank that was truly risk-adverse.

Dovetailing into the ad campaign created by Citizens Bank's advertising agency, we generated an interactive microsite that served as the online hub for all related materials. From the television spots to the newly embraced manifesto of the institution, this site helped provide clarity for what Citizens was trying to accomplish.

The campaign was also adopted for marketing the bank's products and promoted heavily via media and partnerships.

Creative Direction: Terrence Morash
Art Direction: Joel Savitzky
Design: Rob Roan
Copy: Brad Eimer

Campaign Microsite

Display and Sponsorships

Product Landing Pages