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Q: How do you produce consistent 'on-brand' imagery for a global company with 260,000 employees, in 100 countries? A: By focusing on the theme o… Read More
Q: How do you produce consistent 'on-brand' imagery for a global company with 260,000 employees, in 100 countries? A: By focusing on the theme of real shared experiences of doing business on a global scale, we found new ways of visualising Citi's brand guidelines. Read Less
Published:
Citigroup Building - Canary Wharf - London
Traders Desk - London
Trading Floor - London
Traders Desk - New York
Trading Floor - New York
Trading Floor - New York
Trading Floor - New York
Trading Floor - New York
Trading Floor - New York
Trading Floor - London
Trading Floor - London
'Business on Location' - Detroit International Airport
Trading Floor - New York
Business on location - San Francisco
'Business on Location' - Detroit International Airport
Business on location - San Francisco
Administrative Floor - New York

Trading Floor - New York
Meeting Room - New York
Meeting Room, London
'Business on Location' - Industrial
'Business on Location' - Industrial

Citigroup Building, Canary Wharf  - London

Citigroup Building, Canary Wharf - London

Citigroup Building - 500 5th Ave, New York
Citigroup Building - 601 Lexington, New York
Aitrium, Citigroup Building, Canary Wharf - London
Tokyo Cityscape
Network Cables
Digital Analytics
Network Cables
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