The Company—Citi is the consumer division of the financial services multinational, Citigroup.
The Challenge—Establish a new brand to highlight the contributions retiring veterans make to the USA through their service, and to the health of the economy.
The Insight—The power of branding to “right size” corporate giants to adapt nimbly to new enterprise. Understood Citi’s ability to put its weight behind a long-term commitment to honor the future of retiring veterans—and the futures of their families, neighborhoods and communities—but under the Citi Masterbrand not as a sub-brand.
The 4Cs Shift—We applied our 4Cs discipline to reimagine:
- Conversation: Show how a mega-corporation can have a human face.
- Clarity: Make clear Citi is the go-to small business partner for veterans and their families.
- Currency: Tap into the impact veterans have on the US economy: one veteran-owned firm for every ten veterans: veteran-owned firms employ 5.8 million individuals.
- Culture: Install evergreen programs to keep Citi’s focus on veteran enterprise.
The Result—Citi’s foundation continues to leverage Citi Salutes, spurring new partners, competitions, and winners, saluting the dreams of successful veterans for years to come.