Carried BNY’s global rebrand into 12 projects, from the IFPDA Print Fair at the Park Avenue Armory to the global sales meeting mainstage.

The challenge

Tasked with carrying a new global rebrand into every line of business.

Approach

Built consensus through surveys and focus groups, then took it through legal review.

The work

• Refined the VIP sponsor curatorial statement and wall labels for the IFPDA Print Fair at the Park Avenue Armory, and scripted the recap video.
• Wrote curatorial copy for The World Reimagined, a public art program, within a broader BNY event.
• Built consensus from Senior Vice Presidents to the C-suite on the global sales meeting theme.
• Ghostwrote for leaders up to the C-suite, including presentations to European heads of state.
• Led Google and LinkedIn advertising workshops for global directors, pairing data with brand and product copy to lift pre-qualified leads.
• Refreshed a global division name with the Head of Marketing.
• Refined the global boilerplate into short-form versions with the Director of Brand.
• Scripted the Day 1 and Day 2 mainstage welcome videos, a sales capabilities video, and a welcome video from a Managing Director interview.
• Wrote global and national award submissions.

Results

• Global sales meeting theme approved by the C-suite
• 12 projects delivered under confidentiality