Branding + Design


Founded in 1812 as the City Bank of New York , Citi has long been one of the world’s financial powerhouses. Yet the extent of its diverse offerings was rarely understood.

As part of an effort to broaden the company’s appeal and become more consumer focused, Citi embarked on a major brand redesign.

Demonstrated here are two solutions which Carl crafted for this important global initiative. Utilizing bold graphic elements and crisp typography, both highlight the energy and stature that Citi’s heritage commands, with a strong nod to diversity, collaboration and a daring leap towards the future.

Created for Landor
Role:  Designer