Fitlab

My Role

I created a logo using elements of the two Citadel brands combined with an athletic feel. I then used inclusive athletic imagery and brand images of the cities Citadel does business in on the walls inside and leading to the gym. I did all the production of the large format pieces and worked with the printer.

The Outcome

Citadel’s main office got what felt like a brand new gym, and it was a hit with the creative director.

Citadel/Citadel Securities Town Halls - Concept and Branding

The Goal

Citadel’s new CMO was very excited about re-branding the Citadel and Citadel Securities town halls into something more evocative. The biggest challenge came in the visual part of the re-brand. Citadel and Citadel Securities are related companies, but their branding is separate and they would be having separate Town Halls. The task with these programs was to make the branding for each event different but still related enough to associate the two.

My role

I participated in brand strategy/naming, created the branding for the event and supervised our agency in logo design. The challenge was to create logos that were on brand for each company but included similar elements and styles. In next step I moved forward with two different illustration styles and applied them to different formats in creative wats . Citadel’s brand was tied to stability and trustworthiness, so I created a pattern that relied on the same building blocks as the original Citadel logo, using their extended brand colors. Citadel Securities’ brand was tied to agility and speed, so I used a motion lines illustration to serve as the basis of their event branding.

The Outcome

Using these illustration as the basis of the event visuals and combining them with iconic photography of the cities the companies resided in, I created a visual branding solution that was well-liked by participants and executives. The entire strategy and brand process was the springboard the event needed to create buzz around the yearly town halls.

Brand Books

The Goal

Citadel was in brand scale-up mode and was looking to expand and refresh their brand book. Among the updates were the typography, photography and patterns and icons.

My Role

I found photography that represented Citadel’s brand character and created patterns that were derived from the patterns I used in Fitlab. I also wrote new copy to describe our use of brand fonts to clear up some confusion among staff.

Outcome

Citadel’s photography and patterns were standardized, and the typography section of the brand book clearer, resulting in less questions and better use of brand fonts throughout the company.

Data Open Code Edition Branding

The Goal

A new recruiting event specifically for coders was created and it was our team’s job to create a brand for the event.