Citi responded to the news that an estimated one million service members will transition out of the USA military in the coming years by establishing a new brand to highlight the contributions veterans make to the USA through their service, and to the health of the economy.
Ideon helped Citi build this new entrepreneurship sub-brand under Citi Salutes—to inspire veterans starting or growing their ventures with grounded resources, confidence and ongoing support. We positioned Citi as the go-to small business partner for veterans and their families and created an aspirational name—Realizing Your Dream—and an inspiring brand story that speak directly to the drive of America’s veterans. Our fresh visual identity underlines the brand's approachability and human spirit across all new Citi and military marketing materials while adhering to Citigroup’s corporate brand.
Realizing Your Dream launched May 5, 2013, and coincided with a new, ongoing Citi-funded business competition for V-WISE graduates and veterans of the SBA’s Boots to Business training program. Having laid a solid brand foundation, Ideon looks forward to saluting the dreams of successful veterans for years to come.
Nandika Madgavkar, Citi’s Senior Vice President of Citi Community Development, is a fan, explaining "I have long been a fan of Ideon’s creative energy and chutzpah. Ideon can take a run-of-the-mill initiative and infuse it with the energy, color and brand presence that immediately draws the viewer’s eye and attention. We have worked with Ideon on two big campaigns at Citi and I cannot say enough about their commitment to their clients and its needs. Two thumbs up!"