Grow, Protect, Transfer

Role: Lead Designer • Editorial Design • Information Hierarchy • Image Selection • Print Production

​  CHALLENGE  

City National Bank needed a Private Banking brochure that could introduce trust and estate planning, investment management, wealth planning, and lending services to a discerning, high-net-worth audience–clearly and without reading like a rate sheet. 

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  ROLE  

I owned the full visual design and production of the piece, from cover through back matter. ​

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  APPROACH  

The brief called for a system that felt premium and consistent with City National's established brand, while giving dense financial content room to breathe. I built a cohesive editorial structure–typography, photography, color, and grid–that carries the same voice across every spread, allowing the brochure to read as one confident, unhurried document rather than a collection of separate service sheets. Photography centered on hobbies and interests relevant to the post-retirement audience, while architectural imagery introduced a quiet sense of movement and texture throughout. Generous white space kept dense copy approachable and easy to navigate. I also managed the piece through production, specifying a heavier cardstock and custom ink treatment to maintain consistent color saturation on the reverse–ensuring the finished brochure felt as considered in hand as it looked on screen. ​

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 OUTCOME  

One editorial system, carried consistently from cover to disclosures.