CITI

New leadership and a clarified vision saw Citi embark on a monumental transformation of its business, so we set out to shape a new identity inspired by its rich past and built for its ever-evolving future. The new expression centred around Citi’s timeless logo, meticulously redrawn to retain its essence while signalling progress.
    Paired with a bespoke font duo, Citi Sans and Citi Serif, designed for adaptability across platforms and languages, the identity was underpinned by a modular system drawn from the logo’s rounded geometry, ensuring coherence and flexibility across the enterprise. A revitalised colour palette, renewed approach to art direction and illustration, and a lively motion system brought vibrancy and vitality to the consumer experience. The expression could also shift seamlessly for more sophisticated offerings, leaning into its more refined and restrained qualities.