In the late nineties, Citicorp merged with Travelers to create one of the largest universal banking and financial services groups in the world, www.citigroup.com.
Working for Susan Avarde, Head of Global Branding at Citi, and with Michael Wolff, www.michaelwolff.eu.com and Pentagram partners, Paula Scher and Michael Bierut, www.pentagram.com, we created the ‘Citi’ brand for Citigroup.
At the time of the merger, we all shared a bold vision of a genuinely useful and inspirational global brand with the new marketers in Citi. Because of the nature and herd mentality of both financial institutions and the markets, satisfying customers in a way that brands like Apple, Google and IKEA do, is taking longer to achieve in Citi.
We have continued to advise Citi on its potential and recently created a book about the Citi brand together with Paul Barlow of L&Co,
It was designed to help people in Citi and its creative partners understand the potential of the brand. It’s a potential that would enable Citi to resonate with its customers and become a popular, robust and highly successful brand.