Long established as one of the top brand names in the finance sector, Citibank has taken a considered approach to the re-emergence of face-to-face banking. Citibank wanted to create far stronger brand impact at sidewalk level; while providing real differentiation from the competiton, so in 2010, Harkess-Ord developed a new environmental branding and wayfinding concept.

This was based largely on existing branding elements, including graphic posters and digital media. By re-defining all zoning and the location of brand touch points, Citibank’s brand visibility and impact from street level were significantly improved, as well as customer and staff engagement.

Following the launch of pilots sites in Manhattan, and development of guidelines, Harkess-Ord is now continuing to work with Citibank in an ongoing branch refreshment program in New York and California.