Brand Strategy and Design

OneMain Financial

We believe in people

OneMain Financial, formerly CitiFinancial, provides personal and home equity loans to consumers in the United States through more than 1,300 neighborhood branches.

Challenges

The CitiFinancial brand enjoyed tremendous customer support and emotional resonance. But, as a result of Citi’s restructuring, the company faced a future separated from its corporate parent and had to develop its own distinct brand while maintaining as much brand equity as possible. The financial crisis and economic difficulties that profoundly affected CitiFinancial’s customers made the environment for re-branding especially sensitive and challenging.

Actions

CitiFinancial has always been focused on providing responsible solutions for individuals in times of financial need. Internally, they live by a mantra to “do the right thing, every time, all the time.” Though their customers often felt disenfranchised by other big banks due to their low to average credit scores, CitiFinancial thought of their customers as truly good, hard-working Americans who deserved their utmost respect.

We leveraged CitiFinancial’s strong belief in customer advocacy and a business model that enabled local branch employees to make loan decisions and to work with customers through all stages of the customer relationship cycle. We summarized the brand idea in a way that conveyed the company’s unique and honest faith in their customers and employees, “We believe in people.”

Using this brand positioning, and their operational focus to provide face-to-face interactions with each customer, we created a new name for the organization that reflected their local, approachable, and neighborly service: OneMain Financial.

Based on the new brand positioning we designed the OneMain Financial logo and branch signage.

To set the foundation for launch of the new OneMain Financial name, we developed the internal and external messaging platform and the OneMain Financial Marketing team worked with their roster of agencies to ensure that the brand voice was heard consistently across channels.