Modernizing wealth management for Citi


Financial Services


With an ambitious goal to double its market share in wealth management across Asia, Citi needed to refresh its flagship Citigold proposition.

Through a series of in-depth discussions with customers we found that the meaning of wealth had changed. It has become much more diverse, personal, and richly meaningful.

We encapsulated this in the simple idea of "There's More To Wealth" that has driven a record $15bn in net new money for Citi in the first six months after launch.

  • Customer Research
  • Brand Purpose
  • Brand Architecture
  • Visual Identity
  • Campaign Development
  • Campaign Production
  • Content Creation
  • Brand Guidelines
  • Brand Training