Citi Salutes

Realizing Citigroup’s vision to transform veterans into entrepreneurs

1 min read


Citigroup consumer banking division, Citi, had a vision to become the primary small business partner for veteran entrepreneurs exiting the Armed Services. While Citi had a history of supporting veterans, it needed a core brand to define and activate this vision, and to transition to a reputation-buildingWhy veteran services brand. 


Ideon named and consolidated Citi’s veteran initiatives under the “Citi Salutes: Realizing Your Dream” banner to solidify Citi’s reputation as a trusted financial partner for US veterans. The aspirational name, Citi Salutes, was crafted to carry institutional weight and highlight Citi’s deep veneration for veterans, a salutary respect which highlights the company’s relationship with the nation’s patriots. 

Ideon creatively designed and produced a full suite of print, digital materials and online materials, and led a spirited brand launch under Citi’s Masterbrand guidelines. Citi also sponsored the first Realizing Your Dream business competition, which awarded a dozen start-up grants to veteran graduates of V-WISE and the SBA’s Boots to Business Programs. We also orchestrated Citi as a proud corporate sponsor of V-WISE’s ongoing US conference series for veterans.

Citi built on Ideon’s Citi Salutes “Why” branding to enable veterans to easily navigate options online, using Ideon’s tagline, “Investing in Veteran Small Business Success”, which speaks directly to the drive of service members transitioning out of the military.


Ideon is honored to have transformed Citi’s partnership with veterans. Today, Citi remains a leader in veteran initiatives offering job opportunities in Project Management, Branch Operations, Compliance and Control, and Accounting & Finance. The firm’s Military Veterans Employee Network works across 15 locations in the U.S. and one abroad, providing peer-to-peer support for more than 2,000 veteran employees.

Nandika Madgavkar, former SVP of Citi Community Development explains "I have long been a fan of Ideon’s creative energy and chutzpah. Ideon can take a run-of-the-mill initiative and infuse it with the energy, color and brand presence that immediately draws the viewer’s eye and attention."