User Experience Projects Estee Lauder Prototype Primary Stages Craft Restaurants Morgan Stanley Think Eco EMC Rider University Blue Sky Factory Citi Private Bank Citi Global Wealth Management The Rosa Vera Fund Obala Foundation Burnsports PS 261, Brooklyn CDUSA Gravitas Technology Identity Projects Turle Bay Capital PS 261 Gravitas MoFoxy 7 Shadow Burnsports Retaility The Rosa Vera Fund Journey Dance MetaCapital Caliber One Forever Redwood I was creative director for the Online User Experience group at Citi Global Wealth Management (GWM) when we transitioned to the then new "One Citi" brand. The objective was to create a common and seamless integrated online experience across Citi sites supporting the Citi brand and to improve content and messaging to clients and prospects. The rebranding included the Smith Barney public site and Citi Private Bank. (Smith Barney later merged with Morgan Stanley Individual Investors to become Morgan Stanley Smith Barney. It retains this look until the merger is complete.)  Our group created a common and seamless integrated online experience across GWM sites supporting our new One Citi brand. Where feasible, we seized the opportunity to improve the interaction and usability of the re-branded pages. The team ensured usability of the new brand by conducting offline usability tests and standardization by developing comprehensive Standards & Guidelines documentation. ©2011 Laura Sweet Creative Services. All rights reserved. Site design by Laura Sweet.