Brand, Collateral and Point of Sale

The Canadian consumer finance subsidiary of CitiGroup rebranded and remerchandised its branches with a customer-centric, benefits-based campaign. Consumer research revealed customers preferred locally-based and personalized borrowing options which the new campaign conveys with the primary graphic subtly playing off the familiar CitiGroup arc. The creative envelope and brand promise have been integrated into other collateral programs, establishing a consistent look and feel that customers can easily recognize and respond to.