CREATIVE & BRAND DIRECTION. RESPONSIVE SITE DESIGN.
In 2016 I was the in-house Creative Director at Citadel, a global hedge fund that manages over $25 Billion. While employed by Citadel, I lived in Los Angeles and frequently commuted to their New York, and Chicago offices, working closely with internal teams to redevelop the visual language of the brand. I was tasked with defining an overarching contemporary aesthetic that represented Citadel's technical innovation, speed, and ingenuity while paying homage to their stable heritage.
Citadel has two major pillars to their business, Citadel, the hedge fund, and Citadel Securities, the market maker. I led the redesign of the sites for each arm, which contained overarching brand aesthetics that tied them together, but allowed them to stand independently just as well.
The design process was extensive, many directions were explored over the course of nine months. This is the final release for Citadel.com, which is based on the concept of having a unique vantage point – seeing the market from the high ground, giving Citadel an advantage within the financial industry.
Citadel Securities is an award-winning global market maker across a broad array of fixed income and equity products. Its unique set of capabilities and tools are designed to drive down the cost of transactions, helping to meet the liquidity needs of asset managers, banks, broker-dealers, hedge funds, government agencies, and public pension programs. Citadel Securities strives to provide the most efficient execution, making markets more fair and accessible for all, therefore the visual language I established was based on speed, innovation, and performance. The algorithmic systems instilled by Citadel Securities connects the world's markets at benchmark-setting speeds. This key, industry advantage is depicted throughout the selected imagery, graphical elements and UI.
PROCESS & EXPLORATION
As with any design project, the exploratory phase is one of the most crucial aspects of my process. During my time working at Citadel, I developed multiple design directions that allowed me to test various patterns and elements that utilimately led to the final solution. Each individual direction had its own unique qualities and strengths that paved the way towards the end direction.
MY ROLES & RESPONSIBILITIES
Creative Direction, Design Direction, Visual Design, Creative Strategy & Ideation, Team & Vendor Management