Citigroup was the first financial services company in the US to bring together banking, insurance and investments under one umbrella. The corporation has the most diverse array of products and the greatest distribution capacity of any financial firm in the world with 270,000 employees that manage 200 million customer accounts across six continents in more than 100 countries.
- After the merger of Citicorp and Travelers Bank there was an immediate need to create an identity for the new entity and an endorsement system for the family of brands
- Grow the consumer brand through revitalization of the Citibank brand and appeal to new segments, not just banking
- Updated the Citibank identity system, including a new retail program for financial centers and a new interior design
- Developed signature system for Citigroup named businesses, i.e. Citigroup Private Banking, Citigroup Asset Management
- Featured the endorsement line, a member of Citigroup in connection with all non-Citigroup named businesses
- Updated the Citi Cards portfolio of credit cards including classic, gold and platinum as well as three new card products: Flex, Elite and Money Card which were launched in Japan
- Developed translucent card technology and applied it to Citibank AAdvantage debit card and a youth card in Asia
- Created complete graphic standards including naming guidelines
- Consulted with Citi Financial and Citi Mortgage in adopting the new visual identity to their lines of business
- Consulted with the corporate bank to implement the program in all emerging markets worldwide
- Developed new branch interiors to express the new Citibank brand personality