A unified corporate affairs platform that brings clarity and a more human tone to a complex financial ecosystem.
the challenge
Citi’s corporate affairs website needed to feel more modern, cohesive, and competitive within the financial space. The experience was disjointed, with broken user journeys that could lead users in circles and make information difficult to access. Different parts of the business were operating across separate platforms with no unified design language, creating inconsistency and added complexity.
the insight
In a category that often feels rigid and impersonal, there was an opportunity to lead with clarity and a more human touch. Users still expect professionalism, but they also want experiences that feel intuitive, approachable, and thoughtfully designed. Bringing consistency to structure and design would not only improve usability, but also strengthen trust.
the solution
We redesigned the corporate affairs experience by simplifying complex systems into clear, intuitive structures. A refined design system softened the overall feel while unifying the broader ecosystem. By aligning disparate platforms under a cohesive design language, we created clearer user journeys and partnered closely with Citi’s internal team to evolve their design system for long-term use.
the results
The initial redesign built strong trust with the client, leading to an ongoing partnership across multiple initiatives. We supported the merger of two business divisions into a single, streamlined experience, reducing complexity and effort across the user journey. The team also brought us in to design dedicated experiences for both the investor and heritage teams, aligned with CEO Jane Fraser’s broader vision to simplify and unify the business.