life and money.

Inspiration and tips for life’s moments, big and small.

the ask.

Help Citibank deliver on its promise of being a modern bank that makes people feel good and optimistic about what’s next, while also improving overall brand preference among consumers.

the goal.

Drive Citi brand love with a customer-driven content experience that energizes and sparks action during the big and small moments that matter most.

site map.

Users can easily navigate between the 5 content pillars, browse related articles or even explore by article tags and authors.

Life and money has a little bit of something for everyone. From the latest cultural hotspots in your neighborhood, to exclusive interviews with the artists and stars you love. Not to mention tips and guides on how to navigate your finances – no matter where you are on your journey.

Life and Money is Citibank’s first ever fully customized, editorial platform with all-original creative content. The site is fully responsive, ADA compliant and a major hit among consumers. We also created a custom CMS and an in-depth editorial proc… — Life and Money is Citibank’s first ever fully customized, editorial platform with all-original creative content. The site is fully responsive, ADA compliant and a major hit among consumers. We also created a custom CMS and an in-depth editorial process to help ensure the content on the site is always up-to-date, on-trend and culturally relevant.

the result.

Our efforts were a success. People loved our articles. Our custom content placements also drove a 12% increase in Citi site visit intent via our Millward Brown brand study. Most importantly, we were able to shift the conversation to the positive–from an anxious-driven journey to one that was about feeling good and confident; all while driving an 8% positive lift in brand preference.

launch site →