Citi bank played a central role in the 2008 financial crisis. Whether that was by design, default or incompetence was not relevant for this project. The problem lay in the fact that consumers no longer trusted Citi bank and the business was faltering as a result. Further, the rise of fintech startups that gave customers far superior experiences were fast approaching. The challenge my team and I embarked upon was repositioning the Citi bank brand through ruthless strategy and specific tactics.
Most people bank, but that was far to broad of an audience to focus on. Ultimately, we decided to focus on retail bank customers and small businesses.
Our solution fell under the theme of 'basics of banking'. We identified that Citi bank has stretched itself across many business lines, losing its vision of the future. Our solution sought to simply Citi Banks brand and business from the internal processes, compensation structure, and retail location purposes. The full case study can be read here.