CITI GROUP

get there first

After years of successful cooperation with Citigroup in different editorial and communication design tasks, Keybrand, together with von Oertzen Group, were assigned to develop and implement a new global branding concept for the group’s investment products division: CitiFirst.

The new brand concept took the task of simplifying the complexity of the offered products and giving orientation in making the right and fitting investment. The target was to build trust through clarity and transparency by always putting the client first and making the products easily understandable and appealing for both sophisticated as well as inexperienced investors.
Cubes, symbols, and a colour code to indicate the risk class were introduced to bring across this brand essence, also across borders and languages.

This new brand identity helped Citigroup to distinguish itself in the market place and to attract a larger client audience across a broader range of target groups.