CITI timeline
Challenge: The financial crisis is raging. It’s a time of layoffs and confusion - and you are the bank at the heart of the storm. So how do you help your employees feel part of an organization with a future?
Solution: You remind them of the past. This timeline - created at the height of the financial crisis - was designed to be prominently displayed in employee areas, to let people understand the soul of their organization over a 100 year period - as it adapted, and overcame the vast challenges of different eras. So you’re contextualizing the concerns of the present - and providing optimism for the future.
The timeline took employees out of the present - and supplied a coherent narrative to Citi’s 200 year journey. One that took in the economic, global and social landscape, showing the visionary choices Citi had taken through past times of difficulty, opportunity and change and how its behaviors and identity had always kept growing, evolving - and ultimately moving forward, over time.
