Due to the sensitive nature of financial services, detailed UX/UI designs are confidential and cannot be publicly shared. However, references and further insights can be provided upon request.

Project Objective

Revamp Citi Israel's digital and marketing presence through impactful UI design and cohesive branding. The challenge was to design within the constraints of a highly regulated, legacy-driven banking environment while boosting engagement and consistency across platforms.

Design Elements

• UI Design & Web Optimization
  Designed and delivered high-impact web pages that improved conversions, revenue, and user engagement.

• Tone of Voice & Visual Identity
  Embedded Citi IL’s brand identity and tone of voice across all digital touchpoints, from social media to internal platforms.

• Brand System Implementation
  Enforced and expanded brand design guidelines, ensuring a consistent and recognizable visual identity across all campaigns.

• Data-Driven Design
  Used customer data to refine UX/UI and marketing strategies, especially for Fintech initiatives involving NLP, AI, Blockchain, and ML.

Process Highlights

• Design System Integration
  Worked with Citi’s existing design system and contributed new UI components tailored to modern needs and compliance constraints.

• Cross-Functional Collaboration
  Partnered with global UX teams, product designers, developers, content writers, HR, PR, and executives (COO, CEO) on high-impact projects.

• Campaign & Event Design Leadership
  Led design for conventions, hiring campaigns, hackathons, and internal/external events—from concept to execution.

• End-to-End Project Ownership
  Managed diverse design briefs independently—from ideation and stakeholder alignment to production and delivery.

• Marketing & Innovation Alignment
  Executed tech-driven marketing campaigns and newsletters, staying ahead of design trends and emerging technologies.