Citi Global

Brand Identity

Working with one of the world’s largest banks.


In 2011 Publicis spearheaded a hugely successful global brand refresh for Citibank; Gretel was brought in early on to help bring the brand to life across a variety of platforms. Over the course of three years, we worked with Publicis ECD, Tom Drymalski developing a wide scope of material: everything from logo treatments, to on air campaigns, OOH, and graphics for digital content.

The basic elements that Publicis created for the brand were simple, elegant and minimal: the Blue Wave – a gradient that was identifiably Citi – and a ‘module’ container with rounded corners that houses all kinds of content. Our job was to add value to those simple elements, repurposing, reconfiguring and reinventing the way they fit together to give the brand more breadth and variety.