Citibank: Global Identity Re-invention
Role: Strategy & Project Lead.
Citi asked us to update their consumer brand guidelines by creating a digital version of the current guidelines but we knew that simply digitizing it was not sufficient. We saw an opportunity to not only update their global brand identity but make a case for why they needed to fundamentally re-think branding in the digital age.
Conducted global audit of communications over last two years across enterprise, trade and treasury, consumer bank, credit card portfolio, Citi entertainment, sponsorship and rewards programs.
Reviewed multiple sets of corporate and consumer guidelines to identify inconsistencies and gaps,
and determine 'special' needs for Banamex (Mexico), sponsorship and co-branded products, etc.
We knew that the "blue wave" vignette was an immutable brand element and would remain at branches and other physical locations; so our recommendation needed to take this into consideration.
Presented bold, new strategic design philosophy along with guiding principles for bringing the brand identity to life in more flexible ways - critical in a constantly-evolving digital world.
Idea was to execute brand identity through ensuring 'coherence' (flexible) versus 'compliance' (rigid).
Won over key stakeholders globally and regionally for digital-age design philosophy leading to holistic brand identity re-invention across Enterprise and Consumer divisions, for first time in two decades.
The result is a modern, dynamic and flexible identity system, but one that is still unmistakably Citi.