Challenge: Citi employs a wide variety of ad agency and design agency partners around the world. How do you ensure they’re all speaking with the same voice?

Solution: Citi prided itself on being clear, simple and direct. The brand voice guidelines I created explained the ethos and elements with the same clarity. With the aim of getting partners to absorb what it felt like to be Citi. So they could instinctively understand how to speak the brand to the world.