Goal: To conduct a worldwide rebrand program to implement their new identity.
Scope of Work: Worldwide signage implementation, 270 sites, glowing wall design.
Results: Collaborating with Citi’s marketing, procurement, and facility management departments, Icon conducted a system-wide Strategic Branding Assessment and developed the program’s budget. On site audits were performed at over 850 locations throughout the United States and in 12 additional countries. As part of the process, we interfaced with Citigroup’s brand identity design firm to develop and test prototypes. Local codes, landlord requirements and architectural constraints were factored into the implementation plan. Manufacturing was executed at Icon’s three regional plants. Installation was accomplished with Icon’s network of self-perform crews.