While with First Republic, I developed and implemented brand visuals and messaging across all marketing asset types, collaborating in fast-paced, cross-functional partnership with creative leads, stakeholders, copywriters, quality assurance, compliance, legal, and project management, with some art direction of teams and individuals, completing 550 projects from 2018-2022.

Brand awareness campaigns

This campaign generated a 10% brand awareness lift in New York, with 470MM impressions during 2021–2022. It spanned hundreds of ad variants on an array of out-of-home platforms in and around Hudson Yards, Grand Central Station, and Chelsea Piers. Originally developed by Moving Brands, I made several rounds of design iterations in response to user feedback over the course of the campaign's run.

Proprietary typefaces

As part of a brand guidelines refresh for the bank, proprietary typefaces were developed in correspondence with type house Dalton Maag. The goal was to create ownable typefaces optimized for digital finance, while being appropriate across all media types. I gave feedback and guidance to the agency alongside a team of creative directors and VPs over about seven months' time. The design and feedback process varied from theoretical to technical, historical, brand-related, and so forth. The result was a balanced and contemporary sans serif optimized for finance and digital applications, and an expressive serif typeface with characteristics unique to First Republic, in both static and variable formats.

Digital advertising and social media

As part of my function with First Republic, I was responsible for the design and animation of a large portion of the content on the various social media platforms, retail digital signage, and digital advertising.

Infographic evolution

I was asked to iterate on one of First Republic's primary infographics, to bring it into alignment with evolved brand guidelines. Original artwork (shown bottom left) progresses to right to show my thinking.

Business materials

Part of my role was to interpret business intent, user needs, and brand guidelines into final assets.

The ask for this specific example was to develop a customizable, complex infographic template explaining the hierarchy and functions of wealth managers. The precedent given was a tiered pyramid connected by a system of arrows, signifying the various relationships between services and wealth managers.

Upon experimentation, the infographic solution was not in line with existing First Republic collateral, branding, and user needs. Knowing this, I proposed this additional flyer option, stating services and contact information in accordance with user expectations and brand guidelines. In the end, this proposed solution was gladly approved by the creative leads and stakeholders.

Wealth management newsletter

This was a template developed to port a legacy wealth management newsletter into an updated magazine format. Working with a senior art director, this look and feel for cover and interior spreads was established. Additionally, I did the production on the first few issues of the magazine before it was outsourced.

Direct mail for the ultra-high-net-worth

This was a pilot project in which I developed a regional direct mail template for ultra-high-net-worth prospects— particularly clients in the Portland area with minimum net assets of $50MM. Working with a senior art director, copywriter, and illustrator, we landed on this design featuring custom blind embossed and full color regional illustrations to anchor the piece to place, while aligning with direct mail cost and design constraints, target user expectations, and business need. An initial rollout brought ~$3MM in additional deposits during a short period to a single branch in Portland, enough to prove success and initiate rollout to additional regions.

Design guidelines and templates

One of my first projects with First Republic was to develop a design guideline and template documents for the many one sheets produced both in-house and by vendors, using the brand expression as it existed at the time. Shown here are a few elements from that document, based on explorations done with the creative lead. The result increased both efficiency and consistency across assets and designers, while also providing a building block for later guidelines.