The aim was to inspire veterans starting or growing their ventures to do so with grounded resources, confidence and ongoing support. Further, Citi wanted the brand to highlight the contributions veterans make to the USA through their service, and to the health of the economy. Ideon jumped on the opportunity to position Citi as the go-to small business partner for veterans and their families. We created an aspirational name—Realizing Your Dream—and flexible brand story that both speak directly to the gumption of America’s veterans. Working with our design partner OrangeYouGlad, a fresh visual identity underlines the brand’s approachability and spirit across all new marketing materials while adhering to Citigroup’s corporate brand.
The new Citi Salutes: Realizing Your Dream brand launched on Sunday, May 5 at a conference for Veteran Women Igniting the Spirit of Entrepreneurship (V-WISE), a training program of the Institute for Veterans and Military Families at Syracuse University (IVMF). The launch coincided with the announcement of a new Citi Foundation-funded Realizing Your Dream Business Competition for V-WISE graduates and other veterans who have participated in the Boots to Business training program, also led by the IVMF in collaboration with the U.S. Small Business Administration. Having laid a solid brand foundation for Citi, Ideon looks forward to saluting the dreams of successful veterans for years to come.
Strategy: Andrea Katz Verbal: David Miles/Janet Kim Design: OrangeYouGlad