BNY Mellon
Modernizing a 240-Year-Old Brand Through Motion, Video, & Social

THE CHALLENGE
Translating a Global Rebrand into a Social-First Language

Modernization:
Adapting a heritage-focused visual identity for high-velocity social consumption.

Motion Standards:
BNY had a new look, but lacked a defined system for how that brand moved in video.

Team Scale:
Needed a way to keep global video production crews and junior editors aligned.

Executive Voice:
C-Suite leaders needed to show up on social in a way that felt credible and human, not like a press release with a play button. 

THE STRATEGIC APPROACH
Orchestrating the Motion Identity & Global Production

Motion Systems:
Built a library of standardized templates for lower thirds, transitions, and text supers.

Production Leadership:  
Directed shoots and managed editors across multiple production environments, keeping every asset consistent with the brand standard regardless of who made it. 

Governance:
Established the visual "logic" for BNY video content, ensuring 100% cross-platform consistency.

Cross-Functional Lead:
Managed internal teams and external agencies to streamline creative output.

Standardized motion toolkits developed to ensure 100% brand consistency across internal and agency-led video production.

Created a modular motion toolkit to ensure 100% brand consistency across global internal teams and external agency partners. 

Deploying the visual system to translate complex financial concepts into high-engagement, platform-native social content.

INTEGRATED DIRECTION
Establishing a Global Video Standard

Leading agencies and editors to produce complex, motion-led storytelling for global campaigns.

PRODUCTION & LEADERSHIP

Directing Executive Talent & Multi-Platform Sets

Leading cross-functional crews and C-Suite members to deliver high-stakes, value-driven social content.

BUSINESS IMPACT
Codifying Excellence & Accelerating Production

Executive Modernization:
Moved C-Suite communications from traditional broadcast formats to social-first video that actually performed on LinkedIn and Instagram. 

Production Velocity: 
Built a modular motion toolkit that cut creative turnaround time significantly, letting the team react to business moments in real time. 

Brand Governance:
Established a global visual standard used by internal teams and external agency partners across markets. 

Institutional Shift:
This work ran during BNY's record $18.6B revenue year and a period of 80% share price growth — the social presence had to match the moment.