Citibank engaged Harkess-Ord to develop a new retail branding concept to increase branch impact, brand recognition and communicate the brand with greater clarity and consistency across their branch network.

Citibank Red Bridge

Our solution established distinct exterior and interior brand zones with key touchpoints. This significantly increased brand visibility at street level and helped improve customer experience and staff engagement. 
The modular branding system included exterior and interior signage & wayfinding, brand wall applications, static merchandising and digital media. Initially launched as a pilot in New York City, the program has now been extended nationwide, to Citibank’s branch network.


"The branch design system Harkess-Ord has developed and rolled-out is innovative and has clearly increased brand visibility at our branches. Its flexibility enables it to be successfully applied to many branch types."
Kenneth Gruen, SVP Distribution Strategies
Citibank N.A