Brand Development & Launch

I joined a small team of marketers tasked with preparing CitiFinancial Canada (part of Citi) for divestiture. Our tasks included creating a Canadian brand identity, articulating this brand identity across touchpoints, and creating a brand strategy for "Newco".

Post-sale, we rebranded the company to Fairstone, and launched Fairstone to the Canadian market through mass media.

This was a multi-year, cross-functional project. As a brand strategist, I learned how to conduct customer research, leverage insights to create a brand strategy, integrate that strategy through key messages and visuals, and how to create a mass media campaign. What a ride!