challenge
As Citro continued to break new ground and gain traction in the market, the company faced the challenge of creating a user experience that matched the sophistication of its offering.
To solidify their position as a leader in the industry, they needed a design partner to help elevate their brand and craft an intuitive interface for their digital presence. The goal was to seamlessly integrate the cash-back technology with elegant design, all while ensuring accessibility and inclusiveness for a diverse range of users and their unique needs.
My role as a brand and UI designer was to understand the customer needs, and market landscape and craft a functional brand identity that captured the essence of the company and its future trajectory.
process
To tackle Citro’s challenges, I adopted a collaborative and adaptive approach. I spoke internally to the team to ensure the paint points in the previous branding were addressed. I discovered that internally while they had done market research on their previous brand, it was an 'everyman' brand and it did not cut through clearly.
I went through a mood board and territory phase where the client could choose the visual direction for the refresh. Each direction spoke to our objectives yet solved in different visual ways.
Refreshing the brand was crucial in allowing for our objectives to be achieved.
Outcome
The brand solution was to redesign the previous look and feel bringing in energy and life. Reflecting on the idea of ‘zest for life’ I created a brand that feels vibrant and empowering. ‘Get more from life’ became our mantra.
The front-end UI redesign was focused on creating a beautiful and simplified journey for our users to see their rewards. Accessibility for our audience was our primary objective, with colours and type being rigorously checked for WCAG compliance.
Through our energetic and vibrant approach, we encourage over 60s to live with zest, enthusiasm, and a youthful spirit.
Citro is live and has hit its trajectory targets for the last two years, with next-stage funding being unlocked in January 2024.
