Citi
By partnering with Landor, the company that invented branding, we helped Citi develop brand engagement activities and a media asset management strategy.
Background
Over the years, acquisitions and the global Citigroup had gradually led to an inconsistency in the Citi brand.
Our Solution
As part of a total brand harmonization, an online tool, Brand Workspace®, was developed to manage and make available a vast array of digital assets to Citi partners.
The hundreds of thousands of assets behind the world's largest financial organization required an enterprise-level solution to manage. A powerful aspect of Brand Workspace is to guice the user through the process of assessing their needs and providing the relevant assets for download.
We created internal brand engagement activities like migrating the Citi newsletter into an interactive online tool. These fun and educationa activities enabled employess to become better stewards of the Citi brand.
Tracking studies indicate that Citi's branding consistency has helped strengthen the company's leadership position across its banking businesses.
