Case Studies
Every project starts with a challenge, an idea, and a goal. These case studies offer a closer look at how I turn creative direction, design strategy, and visual storytelling into work that connects with the customer. Citizens Wealth Management’s 2025 Overview can be seen here.
Citizens Wealth Management
Your Partner Direct Mailer
As part of a 'test and learn' agile team, I was tasked to do something outside the digital realm to cast a wider net. Our senior audience responded positively to this “old school” targeted reach of high-end print mailer, letter, and follow-up email. As Senior Art Director, I managed the start-to-finish assets telling this visual story of why it matters to manage your wealth with Citizens.
Inclusive of the team’s Lead Gen Engine efforts, this multi-faceted direct mail campaign with a small budget yielded:
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$163M total incremental sales
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717 new accounts
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$93M fee-based sales
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79 LUCY (Let Us Contact You) leads
Performance highlights:
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+3.5x sales conversion
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+$91K larger average sale
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Sales conversion rate: 0.76%
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Fee-based conversion rate: 0.40%
Citizens Wealth Management
Doing More with Meta
The Wealth team overcame some legal platform challenges in 2025 and unlocked new ways to reach target audiences by testing a myriad of on-brand creative through static, animated, and video assets. We launched 6 new channels in 2025.
As a Senior Art Director, I storyboarded and edited all Meta Reels/Stories by testing various formats to scale our learnings and help refine the strategy for the team, while significantly reducing costs. A monthly themed cadence proved most successful in April (tax season), October (Financial Planning Month), and the timely Great Wealth Transfer (May). Designing the assets within the immediate team decreases time lag, lessens reviews, and speeds time-to-market.
Performance highlights:
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Impressions up 556%
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CPM improved by 44%
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Clicks increased 28x
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CPC declined 70%
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CTR grew 3x
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Meta contributed nearly 50% of total metrics in Q4 2025
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Saved nearly $20 per click and $40 per impression
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Over 44K video views in 2025
Citizens Wealth Management
Email is Top Conversion Driver
Wealth continually tests via their top conversion tool - email. The 2025 data shown proves an upward trend while the older affluent segment remains the strongest contender. Combining refreshed articles, dotcom resource hubs and a revised LUCY (Let Us Contact You) form created a strong conversion-ready experience that grew MoM.
As Senior Art Director, I simplified the Wealth email template for each audience segment to reduce production time and lessen review rounds. Hero images were carefully curated for each monthly topic to stay on-brand and relevant to each segment. Continuing to test different components, link styles, and CTA buttons in 2026 helped increase engagement and bookings with Wealth advisors.
Citizens Wealth Management
Financial Planning Month Campaign
Building on 2024’s success, October 2025's Financial Planning Month strategy provided key audiences with expanded financial resources and new platforms for engagement. A new dotcom resource page, engaging SME video interviews, curated articles, emails, social ads, a downloadable info sheet and app mobile banners completed a well-rounded campaign.
As Senior Art Director, I worked with key stakeholders and SMEs to deliver multiple on-brand static and video assets, in addition to A/B testing visuals where seasonally-themed images created strong results.
Performance highlights:
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231 LUCY (Let Us Contact You) leads
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100% LUCY completion rate from Meta/Native
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Over 26K+ article page visits
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Increased time on site to over 5 minutes (+1 min)
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Native ads delivered 85% of total clicks
Citizens Pay
App Store Launch
Citizens Pay is a flexible, omni-channel “Buy Now, Pay Later” lending solution that enables customers to buy what they want immediately without risking their financial future. The Citizens Pay App launch designs proved powerful and clear to the consumer when downloading and using the app. Working with key stakeholders, from photo shoot to finish, I developed a clean visual system for customers to understand and download the app.
With multiple delivery efforts of email, direct mail and the app itself, the Citizens Pay app launch outreach created significant lift in downloads and additional applications for its “Buy Now, Pay Later” model.
Performance highlights:
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666K+ emails delivered
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57% open rate
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7% CTR
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App downloads: 29K+ iOS, 13K+ Android
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$1M booked applications
Citizens Wealth Management
2025 Overview Reel
Click play to view the exciting year of growth the Wealth team had!