Graphic Service Bureau (GSB) had operated for over 40 years as one of New York City’s leading rent bill distribution providers, producing and delivering more than 2 million monthly rent bills across the city. Following a leadership transition, the business launched a broader effort to modernise its infrastructure, customer experience, and internal operations to become more digital-first.

As Senior Design & Marketing Manager and lead of the internal creative team, I oversaw creative execution, marketing initiatives, and brand modernisation across the business. Alongside leading the creative department, I also contributed to wider operational and strategic discussions around onboarding, communication systems, customer experience, and digital adoption.

A major part of the project involved redesigning the company’s billing templates and annual compliance documentation, introducing a more modern and structured system across multiple landlord environments. During this process, we also developed advertising placements within billing layouts, creating an additional revenue stream for the business while helping subsidise landlord costs.

The experience provided direct exposure to the operational realities of modernising a long-established legacy business; balancing cultural change, customer adoption, and evolving expectations within an organisation where many employees had worked there for over 18 years before the transition.

Operational Modernization / Enterprise Branding / Customer Communication / Revenue Strategy / Design Systems

Supported modernization efforts across a 40+ year-old operational business

Redesigned billing systems and created 8 new customer-facing templates

Introduced advertising placements adopted by 65% of existing landlord clients

Modernized annual compliance and customer communication materials

Helped evolve internal workflows and communication systems

Contributed to wider operational and customer experience transformation

Developing a digital-first extension of Graphic Service Bureau focused on modern customer onboarding, communication, and delivery systems.

As part of Graphic Service Bureau’s wider modernization strategy, billbridge was developed as a digital-first platform designed to expand traditional rent bill delivery beyond physical mail and into cloud-based customer environments.

The platform allowed residents to receive rent bills through services such as Dropbox, Google Drive, and Evernote, reflecting a wider belief that customer expectations around communication and accessibility were continuing to shift toward digital-first systems.

Alongside the platform positioning and branding, I contributed to onboarding systems, campaign development, conference materials, marketing assets, and customer acquisition initiatives designed to support both landlord adoption and resident engagement. The project also introduced the “All kinds of residents, all kinds of bills” campaign, built around the diversity of New York City residents and the flexibility of digital delivery options.

The development of billbridge provided valuable experience, helping bridge the gap between legacy infrastructure and modern customer behaviour while supporting digital transformation within a highly operational and compliance-driven environment.

Digital Transformation / Customer Experience / Platform Positioning / Onboarding Systems / Campaign Strategy

Helped launch billbridge as a digital extension of traditional billing services

Supported onboarding systems used by over 1 million residents monthly

Developed branding and campaigns supporting digital adoption

Expanded customer delivery options through cloud-based platforms

Created conference and marketing assets supporting customer acquisition