Citi Brand Central Image Library
The challenge was to help Citi Transaction Services and other ICG divisions deliver on-brand imagery for their various business.
Citi TS had found it a challenge to source images from the traditional stock agencies that not only met the requirements of Citi's brand guidelines, but that also conveyed the correct strategic message for each particular business.
Our brief was to source (and where possible to create) original images that would adhere to the guidelines established by Citi's agencies of record and that would inspire the various business within Citi to use them.
Our solution was two fold. Firstly, we approached a number of photographers in different parts of the world and asked them to shoot 'Direct Sourced Stock' images. Using our own newly created visual brand style guide to provide the creative direction, we briefed the photographers on Citi's specific needs. They, in turn, uploaded the selected raw images that were then retouched, sized and graded by The New Cruelty in New York. By retouching the work ourselves, we insured that the final images had a consistent look & feel, despite being shot by different photographers in different countries.
Secondly, we undertook a number of specific 'Shoots on Demand.' We often found that certain image requests from our clients at Citi were difficult (if not impossible) to source from stock. As a result, we began to shoot original images to meet these particular needs. To date, the subjects have ranged from buildings, general cityscapes and reportage action on the trading floors; to a number of still-life themes such as computer networks and high-speed server technology.
Thirdly, we completed the first of a number of planned photographic library shoots using models. The creative direction for these photo shoots ensured that the images seamlessly integrated with the earlier reportage photographs taken on the trading floors of London and New York.
These brand images were seamlessly integrated with the earlier reportage photographs taken on the trading floors of London and New York, as well as images that were shot in Spain, Hong Kong, Shanghai, Mumbai and Melbourne.
To date, we have supplied well over 600 original images to the new Brand Central image library.
Client: Citi Transaction Services
Creative Director / Lead Photographer: James Bareham
Executive Production: Stuart Hart / TNC Productions
Retouching and Image Management: the New Cruelty