A large-scale CMS and platform rebuild that modernized Citi Private Bank’s digital presence while introducing an agile, sprint-based delivery model across teams.
CLIENT
Citibank
Responsive Web UX + Development | Interactive Motion-Graphics
Citi Private Bank
Website Redesign
Working in close collaboration with Edelman and Citi’s internal teams, we led the backend and CMS implementation while helping establish an agile delivery framework that could scale across stakeholders. The result was a modular, enterprise-ready platform that balanced flexibility with control and empowered non-technical teams to manage content with confidence.
Our Solution
Modernizing the platform alone would not be enough. For the site to succeed long-term, teams needed a system that was not only technically sound, but also easier to manage, evolve, and govern. Education, process, and tooling needed to move forward together.
Insight
Citi Private Bank needed to modernize a complex, global website for high-net-worth clients while maintaining the security, governance, and brand confidence expected of a private bank. The platform also had to support a shift from traditional delivery to a more flexible, sprint-based way of working.
Challenge
Citi Private Bank serves a global audience with diverse needs across wealth management, investing, lifestyle, and legacy planning. The new site needed to support this breadth through a clear, modular system that could adapt over time without requiring constant engineering support.
The redesign introduced a robust library of page templates and modules, allowing teams to assemble content-rich experiences while maintaining consistency across regions and offerings. The platform was built to support long-form editorial content, client stories, insights, and complex offering structures, all within Citi’s existing enterprise infrastructure.
Background
The project focused on building a scalable CMS foundation using OpenText LiveSite, with our team leading UX collaboration, design support, backend development, and front-end integration. The architecture was designed to support flexible content modules, reusable templates, and future expansion without sacrificing performance or governance.
Work followed a sprint-based model, beginning with a functional requirements phase to align stakeholders and define priorities. From there, development progressed through structured two-week sprints, each ending with reviews and backlog refinement. This approach allowed teams to make informed tradeoffs, respond to emerging requirements, and maintain momentum across a complex build.
A key part of the engagement involved educating client and agency teams on agile workflows. Sprint planning, backlog prioritization, and review cycles were introduced as shared practices, helping establish a more transparent and collaborative way of working. This shift reduced risk, improved decision-making, and created a repeatable delivery model for future initiatives.
Development
The platform launched with a flexible CMS that allowed Citi Private Bank teams to manage content independently while maintaining brand and compliance standards. Editorial teams gained the ability to publish and evolve content without deep technical involvement, and the modular system made future updates significantly more efficient.
Beyond the site itself, the project helped lay the groundwork for a more agile way of delivering digital initiatives within a highly regulated enterprise environment. The combination of platform modernization and process enablement positioned Citi Private Bank to evolve its digital presence with greater confidence and speed.
Reception
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