Citigroup Case Study



The Challenge

Citigroup needed to rebrand its business worldwide, both to update its look and to support visual cohesiveness among the more than 18 financial-services companies it comprised.

The Solution

Icon worked with marketing, procurement, and facility-management departments at Citigroup to define issues and develop a budget. Our program planners managed site audits and developed reports that outlined challenges and alternative solutions.

We also worked closely with the Citigroup design firm to provide extensive prototypes and test different solutions. Taking local codes and landlord requirements into account, we balanced architectural constraints with rebranding objectives to achieve the desired results.

Finally, we planned, scheduled, and implemented manufacturing programs and sign installation for a large portion of the program. Initially, this included more than 270 domestic locations, and when Citigroup added 80 European American Bank sites during the project, we managed the change without adjusting the target completion date.

The Result

Citigroup achieved its goal: a controlled, steady, and carefully prioritized rollout of its rebranding program.

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