Citi Private Bank is part of the American Citigroup, “serving worldly, wealthy individuals and families”. Because of their specific target, the firm has to show an identity that expresses the needs and desires of the rich in order to be trusted. Even though the general Citi logotype doesn’t express any particular correlation to luxury, their website, on the other hand, exploits different patterns related to wealth.
First, the front page combines a black background with images of what seems to be golden artworks: this association already takes the visitor into a relationship to money far from utilitarian, evoking what comes with wealth rather than the transparency most of banks play on nowadays. Photographs of people in sophisticated places appear as we scroll, with different elements such as a plane, a branch symbolizing growth, and noble materials such as a piece of oak create the galaxy of the wealthy, which is highlighted through parallax scrolling effects. We find back all these elements on the other pages of the website where they are used to identify categories such as Management, Lifestyle, Investment, Legacy. etc. All these elements merge to create a consistent whole, where nothing is left to chance: on the contrary, all shown items carry a meaning, which shows how Citi deals with all the aspects of asset management.
In terms of type, the website is set in Sainte Colombe from Production Type and Interstate from Font Bureau. Sainte Colombe brings elegance to the website and a specific tone of voice to the bank. On the other hand, Interstate assesses the seriousness and the economic field in which the company works.