Retail Bank: Quarterly Signage

As we kicked off 2025, Citi leaned into its purpose—“Make every client’s progress our passion”—to launch new in-branch creative for an uncertain time.

With market shifts, election-year jitters, and rate changes in play, we built a year-long campaign that felt timely and human. The idea: the new year is a time to reset—and it’s easier with a trusted partner.

The creative reassures clients that Citi is steady, supportive, and here for every step forward, from first accounts to retirement plans. Through myth-busting tips and real talk, the campaign delivers one clear message: Citi takes your progress personally.