— ROLE

Creative Director,

Head of Branded Content

As the sole creative writer at this 50,000 person company, I acted in a dual-role as creative director and head of branded content. I also helped to build a complete in-house creative capability (essentially, an internal advertising agency). Major projects included overseeing a new brand campaign with our agency partner; a total reboot of the company’s tone of voice; and a visual look/feel refresh for this 235-year-strong bank that operates in 35 countries with $2.2 trillion under management, and $41 trillion under custody. Minor historical detail: Alexander Hamilton founded this bank.