Citadel & Citadel Securities Websites
- ClientCitadel
- IndustryFinancial Services · Finance
- ServicesBranding · Customer Experience · Marketing
- CapabilitiesVisual Identity · Customer Experience · Content strategy · Brand Foundation
Humanizing Citadel's brand through digital storytelling
In 2020 Citadel had found itself in the middle of much public discourse. With their reputation being challenged and an overarching lack of public understanding for both companies, Citadel approached Code and Theory with the ask of humanizing its story and building the infrastructure needed to share it.
Key Takeaways
Enhanced brand identity through storytelling.
Data-driven site optimization strategy.
A unified digital presence boosts engagement.
Consistent messaging strengthens audience trust.
Data-Driven Site Optimization
Rooted in data and research to inform all decision-making, we started by identifying storytelling opportunities and how to deliver them through the site system. We optimized site architecture to reflect audience needs and tested the navigation to ensure usability and intuitiveness. Today, using an updated SEO framework and a new editorial strategy, we are working to strengthen the taxonomy to improve findability across both sites.
Unified Digital Brand Identity
To strike the balance of “related but different” between both firms, we then focused on developing new digital visual identities for both Citadel and CitSec. The design process included the design, copywriting, and development of each page. We ensured executive stakeholder and business owner buy-in by socializing our work and process at each major milestone. The website work was the gateway to proving our value as a strategic partner. Through this work, we have expanded our partnership with Citadel to all brand, marketing, and audience work.
Engage audiences, Encourage action
We designed the sites to create more opportunities for users to take action (apply, like or share content, navigate to more information, etc.) and encourage them to visit multiple pages—make it easy to navigate between sections to get information. Being thrust into the spotlight forced Citadel to re-examine how and where they tell their story. We expanded the scope of content to position the firm as both an employer of choice and an industry leader.
What We Did
Website
Brand Identity
Content
Customer Experience
2 sites
Showcasing the distinct look and feel of each brand
17 templates
Shared page content specifically designed for each brand
35 components
A library of component variations to establish unique elements for each brand
Read More
Revitalizing the 175-year-old financial institution’s legacy
Let’s get to work. Start a conversation.
newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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