Citi – The Yield Book

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Rebranding a world leader in data

The challenge

With its truly global footprint, Citi’s The Yield Book has a formidable reputation for quick, precise and accurate data, but needed a visual identity that reflected its strengths and enabled it to thrive in an increasingly competitive market. Citi came to our brand team in London with a clear brief to redevelop its positioning and look and feel.

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The solution

We began with a comprehensive discovery phase of client interviews and internal focus groups in New York, London, Hong Kong and Japan, enabling our team to form a rounded view of The Yield Book, define its USPs and develop valuable insights and recommendations for a clear, sharp and modern visual identity.

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Our creative work focused on the brand’s ability to deliver accuracy – and centred on a fresh new logo and image suite that conveyed a sense of measurement, speed and analysis.

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The result

We supported our eye-catching visual identity with detailed brand and implementation guidelines, templates and an image library to inspire the in-house design team and ensure long-term consistency. Launched globally, the new brand has since given The Yield Book a relevant distinctive identity, and the tools and channels in which to grow with confidence.

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