One guide for every Citi experience, anywhere.
When agencies in every region produce your events, consistency is the first thing to go.
This playbook gave every team the same foundation. Across 103 pages, it establishes a single creative framework, outlines three tiers of production, and sets standards for environments, measurement, and team collaboration.
How the system works
A system other teams could build on.
What was fixed
The creative framework. An Experiential Thread with six facets, four principles every experience has to meet, and three tiers of experience, Open, Limited and Exclusive. If it carried the Citi name, it was built on these.
What stayed flexible
The execution. The playbook sets the environmental building blocks, color, materials, texture, furnishings and brand assets, and shows what each tier looks like done well. It doesn’t design the event. Regional teams and their agencies build to the moment.
How teams use it
A four-step process with Citi’s role and the agency’s role defined at every stage, from brief through evaluation, and five focus areas every program is held to. A festival in one region and a private dinner in another get briefed, built and judged the same way.
Next project
Emotiv