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:
Required a framework to make C-Suite content feel authentic, not over-produced.

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 video crews and editors to ensure a "Social-First" aesthetic across all shoots.

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:
Successfully transitioned C-Suite communications from traditional broadcast styles to high-impact, social-first video formats.

Production Velocity: 
Reduced creative turnaround time by implementing a modular motion toolkit, allowing the team to respond to market trends in real-time.

Brand Governance:
Established a global motion standard that ensured 100% visual consistency across internal teams and external agency partners.

Institutional Shift:
Validated the "Social-First" framework within a high-governance environment, moving the brand from static legacy to dynamic engagement.