Citi Simplicity turns credit into a straightforward and streamlined experience to give customers greater control over their finances. With knowledge of their financial picture and confidence in Citi, customers will have greater peace of mind. Through straightforward services, clear guidance, and genuine support, Citi Simplicity gives customers effortless control over their financial picture so they can focus on achieving their goals.


Citi was provided with a head-to-toe solution, bound in an easy to use guidebook. A mission statement, along with accessible Brand DNA components, were delivered in a format that made brand execution simple and clear. 

Evangelists within the company would be armed with ways to bring Citi Simplicity to life by using experience principles and ways of personifying the product itself, enabling an unambiguous way to visualize the heart and soul of the brand.



From first contact and acquisition all the way through to potential termination, a consumer journey with pain points and solution was mapped out. Every step of the way integrated the brand voice and principles, further clarifying not only what the brand stood for, but also how

Graphic design guidance and concepts for making communications both online and in printed bill format much simpler, were crafted. A personal financial health infographic, rewards for being a loyal customer and for making smart choices, and a very clear picture of the customer's financial picture, were to be included, each and every time Citi reached out.