MyCiti.com

Opportunity

As Citibank expanded its digital presence in the early 2000s, it needed a cohesive and user-friendly online experience for its growing customer base. The launch of the My Citi website required strong creative leadership to align design, branding, usability, and compliance across all channels.

Solution

As Assistant Vice President and Associate Creative Director (2000–2002), Christine led the creative direction for the My Citi website. She developed brand standards, reviewed all print and digital communications for compliance, and collaborated with information architects, programmers, marketing teams, and ad agencies. Christine refined UI designs through usability studies, prepared Photoshop comps, and guided developers on implementation. She also created business ad concepts, oversaw digital ad specs and placements, and ensured adherence to legal, budget, and accessibility standards.

Results

Christine’s leadership resulted in a cohesive digital brand experience for My Citi, streamlined cross-channel communication, and improved UI based on usability feedback. Her work helped establish brand consistency, ensured legal and ADA compliance, and contributed to measurable campaign performance through strategic ad tracking and reporting.