Citibank GPS
Client Workshops
Creative Strategy
UX Design
Info Architecture
Web Design
Client: Citibank GPS
Project: Citibank GPS Redesign
Agency: Big Drop Inc
Role: Creative Director
The Citibank GPS redesign called for heavy UX development and information architecture to organize all of Citibank’s thought leadership content, as well as an updated aesthetic that would project strength and professionalism for the brand.
During a UX workshop, I was inspired by the red arc in the Citibank logo, along with the “GPS” name, and started sketching out GPS radials in my notebook and then boxing off proportional squares.
Boxes were already on my mind as I was also working on an “assembly concept” for Samsung that involved “building block” interaction. However the Citibank concept wasn’t about flashy interaction design, it was about practicality, and with that came elements of harmony and beauty.
We developed a “Fibonacci Sequence” inspired concept that would allow Citibank’s thought leadership to display up to 6 different stories above the fold, which could rotate out from the largest frame to smaller ones as more recent articles are published. Below the fold we included a simplified series section for users to explore all of Citibank GPS’ thought leadership content. With an updated digital presence and new tools of communication, Citibank was poised to maintain their position and continue achieving their goals.